Changing a virtual world based on real-world locations of players

ABSTRACT

A method of changing a virtual world of a computer-implemented game based on real-world locations of players of the computer-implemented game is disclosed. A presence of a player of the computer-implemented game is detected at a physical location. A presence of an additional player of the computer-implemented game is detected at the physical location based on a communication received from the player of the computer-implemented game. An aspect of the virtual world of the computer-implemented game is changed based on the detecting of the presence of the player at the physical location and the detecting of the presence of the additional player of the computer-implemented game at the physical location.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No.13/651,929, filed Oct. 15, 2012, and issued as U.S. Pat. No. 9,033,803on May 19, 2015, which is a continuation of U.S. patent application Ser.No. 13/244,801, filed Sep. 26, 2011, and issued as U.S. Pat. No.8,287,383 on Oct. 16, 2012, which is a continuation of U.S. patentapplication Ser. No. 13/174,724, filed Jun. 30, 2011, and issued as U.S.Pat. No. 8,292,743 on Oct. 23, 2012, the benefit of priority of each ofwhich is claimed hereby, and each of which are incorporated by referenceherein in its entirety.

TECHNICAL FIELD

The present disclosure generally relates to games and applications andin particular to computer-implemented or processor-implemented onlinegames, such as online role-playing games (RPGs), playable by one or morepeople from one or more locations.

BACKGROUND

In many games, there is a virtual world or some other imagined playingspace where a player of the game controls one or more player characters(herein “characters,” “player characters,” or “PCs”). Player characterscan be considered in-game representations of the controlling player. Asused here, the terms player, user, entity, and friend may refer to thein-game player character controlled by that player, user, entity, orfriend, unless context suggests otherwise. A game display can display arepresentation of the player character. A game engine accepts inputsfrom the player, determines player character actions, decides outcomesof events, and presents the player with a game display illuminating whathappened. In some games, there are multiple players, wherein each playercontrols one or more player characters.

In many computer games, there are various types of in-game assets (aka“rewards” or “loot”) that a player character can obtain within the game.For example, a player character may acquire game points, gold coins,experience points, character levels, character attributes, virtual cash,or other in-game items of value. In some games, the goal of the game maybe to acquire in-game rewards. For example, a player may strive toachieve a high score by accumulating points that are granted forperforming in-game tasks or overcoming in-game obstacles.

Many online computer games are operated on an online social network.Such a network allows both users and other parties to interact with thecomputer games directly, whether to play the games or to retrieve game-or user-related information.

Many operators of physical (i.e., “real-world”) locations allow users toconduct a variety of actions on their property, such as visiting thelocation, performing certain tasks or actions at the location,purchasing goods and services at the location, and the like. Goods caninclude items that are physical and tangible, items that are deliveredelectronically to the user over the Internet, and items that aredelivered through conventional distribution channels (e.g., a commoncarrier).

As used herein, a user is a player of an online computer game.Additionally, as used herein, an item can include a good or serviceoffered by a location operator. Similarly, as used herein, a purchase(or order) can include buying, renting, or licensing an item from alocation operator.

Internet users may maintain one or more accounts with various serviceproviders, including online gaming systems, online social networkingsystems, online merchant systems, physical location systems, and thelike. Online systems can typically be accessed using browser clients(e.g., Firefox, Chrome, Internet Explorer). Locations may also includenetwork addressable systems that can communicate over a wide areanetwork environment, such as the Internet.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1A shows a block diagram illustrating an example of a system forimplementing various disclosed embodiments.

FIG. 1B shows a block diagram illustrating an example of a socialnetwork within a social graph.

FIG. 2A shows a flowchart illustrating an example method for generatingan incentive reward based on game state.

FIG. 2B shows a flowchart illustrating an example method for generatingan incentive reward based on location attributes.

FIG. 2C shows a flowchart illustrating an example method for generatinga location-based action based on game state.

FIG. 2D shows a flowchart illustrating an example method for generatinga location-based action based on location attributes.

FIG. 2E shows a flowchart illustrating an example method for proposing alocation-based action to a user.

FIG. 2F shows a flowchart illustrating an example method fortransferring an incentive reward to a user for performing alocation-based action.

FIG. 2G shows a flowchart illustrating an example method of providing avirtual item to a user for performing a location-based action.

FIG. 2H shows a flowchart illustrating an example method of providing anin-game asset to the user based on an association between alocation-based action and an in-game action.

FIG. 2I shows a flowchart illustrating an example method of providing anin-game asset to a user based on a detection that the user performed alocation-based action at a first location and a location-based action ata second location.

FIG. 2J shows a flowchart illustrating an example method of providing anin-game asset based on a level of positivity or negativity associatedwith a location-based action.

FIG. 2K shows a flowchart illustrating an example method of changing aproperty of a virtual item based on a performance of a location-basedaction by a user.

FIG. 2L shows a flowchart illustrating an example method of enabling auser to access a feature of a computer-implemented game based on anindication of a performance of a location-based action by the user.

FIG. 2M shows a flowchart illustrating an example method of associatinga real-world item with a computer-implemented game.

FIG. 2N shows a flowchart illustrating an example method of associatinga real-world item with a computer-implemented game.

FIG. 2O shows a flowchart illustrating an example method of associatinglocation-based actions with votes on a matter.

FIG. 2P shows a flowchart illustrating an example method of designatinga plurality of players of a computer-implemented game as a plurality ofowners of a location with respect to the game.

FIG. 2Q shows a flowchart illustrating an example method of providingincentive rewards to a player based on the player's ability to influencehis friends to perform a location-based action.

FIG. 2R shows a flowchart illustrating an example method of providing anincentive reward to a first group of players based on the first group ofplayers having a level of influence over a location that is greater thana second group of players over the location.

FIG. 2S shows a flowchart illustrating an example method of providing anincentive reward based on a number of members of a group of players of acomputer-implemented game performing a location-based action.

FIG. 2T shows a flowchart illustrating an example method of changing aproperty of a real-world item to reflect a changing of a property of avirtual item corresponding to the real-world item.

FIG. 2U shows a flowchart illustrating an example method of offering atargeted advertising opportunity for sale.

FIG. 3 shows a block diagram illustrating a schematic of a system anddata flow.

FIG. 4 shows a block diagram illustrating an example networkenvironment.

FIG. 5 shows a block diagram illustrating an example computer systemarchitecture.

FIG. 6A illustrates an example user interface of a login screen of aTurf Wars game.

FIG. 6B illustrates an example user interface of a message serviceregistration screen of the Turf Wars game.

FIG. 6C illustrates an example user interface of a home screen of theTurf Wars game.

FIG. 6D illustrates an example user interface of a map screen of theTurf Wars game.

FIG. 6E illustrates an example user interface of a location-selectionscreen of the Turf Wars game for viewing location data or performinglocation-based actions.

FIG. 6F illustrates an example user interface of a turf wars engagementscreen of the Turf Wars game.

FIG. 6G illustrates an example user interface of a turf war statusscreen of the Turf Wars game.

FIG. 6H illustrates an example user interface of a congratulationsscreen of the Turf Wars game.

FIG. 6I illustrates an example user interface of a failure screen of theTurf Wars game.

FIG. 6J illustrates an example user interface of a mafia managementscreen of the Turf Wars Game.

FIG. 6K illustrates an example user interface of a mafia messagingscreen of the Turf Wars game.

DESCRIPTION OF EXAMPLE EMBODIMENTS

In various embodiments, methods and systems of changing a virtual worldof a computer-implemented game based on real-world locations of playersof the computer-implemented game are disclosed. A presence of a playerof the computer-implemented game is detected at a location. A presenceof an additional player of the computer-implemented game is detected atthe location based on a communication received from the player of thecomputer-implemented game. An aspect of the virtual world of thecomputer-implemented game is changed based on the detecting of thepresence of the player at the location and the detecting of the presenceof the additional player of the computer-implemented game at thelocation.

FIG. 1A illustrates an example of a system for implementing variousdisclosed embodiments. In various embodiments, system 100 comprises user101, location 115, verification system 118, location networking system120 a, game networking system 120 b, client system 130, and network 160.The components of system 100 can be connected to each other in anysuitable configuration, using any suitable type of connection. Thecomponents may be connected directly or over a network 160, which may beany suitable network (e.g., the Internet).

User 101 is a player of one or more online computer games. Gamenetworking system 120 b is a network-addressable computing system thathosts the one or more online games. Game networking system 120 b cangenerate, store, and transmit game account data and game state dataassociated with one or more users. An online game can be accessed byclient system 130 directly, via network 160, or via a third-party system(e.g., a social networking site). Client system 130 can be any suitablecomputing device, such as a personal computer, laptop, cellular phone,smart phone, computing tablet, and the like. Location 115 is a physicalplace that has one or more location attributes associated with it. User101 can visit location 115 and perform one or more location-basedactions there. Location 115 can contain one or more verification systems118, which can verify if and when user 101 has performed alocation-based action at location 115. Location 115 may also be a“logical” place that has one or more location attributes associated withit. For example, a location may be a chain coffee shop (e.g., Starbucks)that has many physical places (e.g., Moscow, Johannesburg, SanFrancisco, etc.) Thus, a user may perform a location-based action at alogical Starbucks location by performing the location-based action atany one of the physical places where “real-world” Starbucks shops exist.Verification system 118 can generate, store, and transmit actionverification data, which is data comprising information on one or moreusers and one or more location-based actions associated with the users.

Location networking system 120 a is a network-addressable computingsystem that can receive, store, and transmit location attribute data,action verification data, and other data associated with location 115and verification system 118. Location networking system 120 a can beaccessed by the other components in system 100 either directly or vianetwork 160. In some embodiments, user 101 can physically bring hisclient system 130 to location 115 (e.g., if client system 130 is a smartphone). Client system 130 may then be able to interact directly withlocation 115 or verification system 118.

Social networking system 120 c is a network-addressable computing systemthat maintains social graphs. Social graphs are models of connectionsbetween entities (e.g., individuals, users, contacts, friends, players,player characters, non-player characters, businesses, groups,associations, concepts, etc.). These entities are considered “users” ofthe social graph; as such, the terms “entity” and “user” may be usedinterchangeably when referring to social graphs herein. A social graphcan have a node for each entity and edges to represent relationshipsbetween entities. A node in a social graph can represent any entity. Inparticular embodiments, a unique client identifier can be assigned toeach user in the social graph. This disclosure assumes that at least oneentity of a social graph is a player or player character in an onlinemultiplayer game, though this disclosure contemplates any suitablesocial graph users.

The minimum number of edges required to connect a player (or playercharacter) to another user is considered the degree of separationbetween them. For example, where the player and the user are directlyconnected (one edge), they are deemed to be separated by one degree ofseparation. The user would be a so-called “first-degree friend” of theplayer. Where the player and the user are connected through one otheruser (two edges), they are deemed to be separated by two degrees ofseparation. This user would be a so-called “second-degree friend” of theplayer. Where the player and the user are connected through N edges (orN−1 other users), they are deemed to be separated by N degrees ofseparation. This user would be a so-called “Nth-degree friend.” As usedherein, the term “friend” means only first-degree friends, unlesscontext suggests otherwise.

Within the social graph, each player (or player character) has a socialnetwork. A player's social network includes all users in the socialgraph within Nmax degrees of the player, where Nmax is the maximumdegree of separation allowed by the system managing the social graph(such as, for example, social networking system 120 c or game networkingsystem 120 b). In one embodiment, Nmax equals 1, such that the player'ssocial network includes only first-degree friends. In anotherembodiment, Nmax is unlimited and the player's social network iscoextensive with the social graph.

In particular embodiments, the social graph is managed by gamenetworking system 120 b, which is managed by the game operator. In otherembodiments, the social graph is part of a social networking system 120c managed by a third party (e.g., Facebook, Friendster, Myspace). In yetother embodiments, user 101 has a social network on both game networkingsystem 120 b and social networking system 120 c, wherein user 101 canhave a social network on the game networking system 120 b that is asubset, superset, or independent of the player's social network onsocial networking system 120 c. In such combined systems, gamenetworking system 120 b can maintain social graph information with edgetype attributes that indicate whether a given friend is an “in-gamefriend,” an “out-of-game friend,” or both. The various embodimentsdisclosed herein are operable when the social graph is managed by socialnetworking system 120 c, game networking system 120 b, or both.

FIG. 1B is a block diagram illustrating an example of a social network1200 within a social graph. As shown, Player 1201 can be associated,connected or linked to various other users, or “friends,” within theout-of-game social network 1250. These associations, connections orlinks can track relationships between users within the out-of-gamesocial network 1250 and are commonly referred to as online “friends” or“friendships” between users. Each friend or friendship in a particularuser's social network within a social graph is commonly referred to as a“node.” For purposes of illustration and not by way of limitation, thedetails of out-of-game social network 1250 will be described in relationto Player 1201. As used herein, the terms “player” and “user” can beused interchangeably and can refer to any user or character in an onlinemultiuser game system or social networking system. As used herein, theterm “friend” can mean any node within a player's social network.

As shown in FIG. 1B, Player 1201 has direct connections with severalfriends. When Player 1201 has a direct connection with anotherindividual, that connection is referred to as a first-degree friend. Inout-of-game social network 1250, Player 1201 has two first-degreefriends. That is, Player 1201 is directly connected to Friend 1 ₁ 1211and Friend 2 ₁ 1221. In a social graph, it is possible for individualsto be connected to other individuals through their first-degree friends(i.e., friends of friends). As described above, each edge required toconnect a player to another user is considered the degree of separation.For example, FIG. 1B shows that Player 1201 has three second-degreefriends to whom he is connected via his connection to his first-degreefriends. Second-degree Friend 1 ₂ 1212 and Friend 2 ₂ 1222 are connectedto Player 1201 via his first-degree Friend 1 ₁ 1211. The limit on thedepth of friend connections, or the number of degrees of separation forassociations, that Player 1201 is allowed is typically dictated by therestrictions and policies implemented by social network 1200.

In various embodiments, Player 1201 can have Nth-degree friendsconnected to him through a chain of intermediary degree friends, asindicated in FIG. 1B. For example, Nth-degree Friend 1 _(N) 1219 isconnected to Player 1201 via second-degree Friend 3 ₂ 1232 and one ormore other higher-degree friends. Various embodiments may utilize thedistinction between the various degrees of friendship relative to Player1201.

In particular embodiments, a player (or player character) can have asocial graph within an online multiplayer game that is maintained by thegame engine and another social graph maintained by a separate socialnetworking system. FIG. 1B depicts an example of in-game social network1260 and out-of-game social network 1250. In this example, Player 1201has out-of-game connections 1255 to a plurality of friends, formingout-of-game social network 1250. Here, Friend 1 ₁ 1211 and Friend 2 ₁1221 are first-degree friends with Player 1201 in his out-of-game socialnetwork 1250. Player 1201 also has in-game connections 1265 to aplurality of players, forming in-game social network 1260. Here, Friend2 ₁ 1221, Friend 3 ₁ 1231, and Friend 4 ₁ 1241 are first-degree friendswith Player 1201 in his in-game social network 1260, and friend 4 ₂ 1242is a second-degree friend with Player 1201 in his in-game social network1260. In some embodiments, it is possible for a friend to be in both theout-of-game social network 1250 and the in-game social network 1260.Here, Friend 2 ₁ 1221 has both an out-of-game connection 1255 and anin-game connection 1265 with Player 1201, such that Friend 2 ₁ 1221 isin both Player 1201's in-game social network 1260 and Player 1201'sout-of-game social network 1250.

As with other social networks, Player 1201 can have second-degree andhigher-degree friends in both his in-game and out-of-game socialnetworks. In some embodiments, it is possible for Player 1201 to have afriend connected to him both in his in-game and out-of-game socialnetworks, wherein the friend is at different degrees of separation ineach network. For example, if Friend 2 ₂ 1222 had a direct in-gameconnection with Player 1201, Friend 2 ₂ 1222 would be a second-degreefriend in Player 1201's out-of-game social network, but a first-degreefriend in Player 1201's in-game social network. In particularembodiments, a game engine can access an in-game social network 1260,out-of-game social network 1250, or both.

In particular embodiments, the connections in a player's in-game socialnetwork can be formed both explicitly (e.g., users must “friend” eachother) and implicitly (e.g., system observes user behaviors and“friends” users to each other). Unless otherwise indicated, reference toa friend connection between two or more players can be interpreted tocover both explicit and implicit connections, using one or more socialgraphs and other factors to infer friend connections. The friendconnections can be unidirectional or bidirectional. It is also not alimitation of this description that two players who are deemed “friends”for the purposes of this disclosure are not friends in real life (i.e.,in disintermediated interactions or the like), but that could be thecase.

The game networking system 120 b may determine information related to asocial network of a user or an aggregation of the social networks of auser. Such information may include measurements pertaining to the socialgraphs, such as the size, width, or depth of the social graphs. Forexample, such information may include how many people are in the socialgraph, how fast the social graph is growing, or how many branches of amaster social graph (e.g., a graph of all Facebook users) are covered inthe social graph. Such information may also include a level ofparticipation in a computer-implemented game of the people in the socialgraph, such as a level of success of the people at completinggame-related quests or how much the people have helped others completegame-related quests. A measurement of the value of the social graph maydepend on weighted measurements pertaining to information about thepeople in the social graph. Thus, the game networking system 120 b mayconsider a first social graph to be more valuable than a second socialgraph based on the members of the first social graph having higherlevels of participation in a computer-implemented game than members ofthe second social graph, even if the second social graph has moremembers. The game networking system 120 b may incorporate measurementspertaining to the social graphs of a user into any of its decisions,such as the size of an incentive reward to offer to a player or alocation-based action to propose to a player.

Game Systems

In an online game, a game engine manages the game state of the game.Game state comprises all in-game parameters, including player characterstate, non-player character (NPC) state, in-game assets and othervirtual items, in-game obstacles, game parameters (e.g., internal gameclocks, game environments), and other in-game elements or features. Eachplayer controls one or more player characters (PCs). The game enginecontrols all other aspects of the game, including non-player characters(NPCs), in-game obstacles, and other game elements. The game engine alsomanages game state, including player character state, for currentlyactive (online) and inactive (offline) players.

A player character can have a set of attributes associated with theplayer character. As used herein, player character state can refer toone or more in-game attributes of a player character, such as in-gamelocation, assets, levels, condition, health, status, inventory, skillset, name, orientation, affiliation, specialty, and so on. The gameengine may use player character state to determine the outcome of gameevents, sometimes also considering set or random variables. Generally, aplayer character's probability of having a more favorable outcome isgreater when the player character has a better state. For example, ahealthier player character is less likely to die in a particularencounter relative to a weaker player character or non-player character.

In various embodiments, an online game can provide a mechanism forplayer characters to acquire in-game assets, which are a type of virtualitem or thing that provides some type of in-game benefit to a playercharacter. In some embodiments, an in-game asset can provide an in-gamebenefit for the player character by improving the player character'sstate. The improved player character state could increase the playercharacter's likelihood or ability to advance in the game, or otherwiseimprove game play. For example, in-game assets could be characterlevels, ability points, skill points, hit points, mana points, combatbonuses, and the like. In-game assets can also be virtualrepresentations of real life things such as cash, chattel, preciousvaluables, personal property, real property, weapons, vehicles, titles,jobs, and the like. In-game assets can also include mythical and fantasythings, such as manna, magical items, potions, relics, artifacts, andthe like.

An online game can be hosted by game networking system 120 b, which canbe accessed using any suitable connection with an appropriate clientsystem 130. A player may have a game account on game networking system120 b, wherein the game account can contain a variety of informationassociated with the player (e.g., the player's personal information,financial information, purchase history, player character state, gamestate). In some embodiments, a player may play multiple games on gamenetworking system 120 b, which may maintain a single game account forthe player with respect to all the games, or multiple individual gameaccounts for each game with respect to the player. In some embodiments,game networking system 120 b can assign a unique identifier to eachplayer of an online game hosted on game networking system 120 b. Gamenetworking system 120 b can determine that user 101 is accessing theonline game by reading the user 101's cookies, which may be appended toHypertext Transfer Protocol (HTTP) requests transmitted by client system130, and/or by the user 101 logging onto the online game.

Locations

As used herein, a location is a specific physical place in the realworld. For example, location 115 could be a store, restaurant, mall,business office, building, park, street venue, library, or the like.Location 115 can have various systems associated with it, includingverification system 118 and location networking system 120 a. As usedherein, the operator of location 115 is the person or entity that owns,possesses, operates, or otherwise controls location 115. Furthermore, asused herein, a user 101 of location 115 is a person who can enter,visit, use, purchase, or perform some other action at location 115. Thiscan include past, present, and future users of location 115. In variousembodiments, a player of an online game may also be a user 101 oflocation 115.

In various embodiments, location 115 can have one or more devices forcommunicating with game networking system 120 b. Verification system 118or location networking system 120 a can communicate with game networkingsystem 120 b, either directly or via network 160. In some embodiments,verification system 118 and location networking system 120 a are part ofthe same computing system.

Location Attributes

In various embodiments, location 115 can have one or more attributesassociated with it. These location attributes include a variety ofdetails about location 115. Location attributes can include, forexample: details regarding goods and services available at the location115, such as the type, price, quantity, quality, brand, size,description, and other details of the goods and services available atthe location 115; the purchase history of goods and services at thelocation 115; corporate and intellectual property information of thelocation 115, such as any brands, trademarks, logos, and other suchinformation associated with the location 115; the location-based actionhistory of players of one or more online games at the location 115, suchas the type of location-based actions, proposed location-based actions,performed location-based actions, and other information regardinglocation-based actions associated with the location 115; personal anddemographic information of any users 101 of the location 115, such asname, sex, race, ethnicity, age, income, education, employment status,address, credit information, purchase history, and other personal ordemographic information of the users 101 of the location 115; geographicinformation of the location, such as the position, elevation, size,orientation, global position system (GPS) coordinates, relation to otherlocations, local terrain, weather, and other geographic information ofthe location 115; and other descriptive information associated with thelocation.

In various embodiments, the location attributes of location 115 can bestored in a location account. The examples described herein assume thatthe location account is stored on location networking system 120 a;however, this is not intended to be limiting. The location account canbe stored on any suitable data store, including location networkingsystem 120 a, game networking system 120 b, a third-party system, adistributed data store, or any combination of two or more of the above.

In some embodiments, the location attributes of location 115 can bedetermined by accessing a website or other network-addressable systemthat contains details about location 115. For example, a computingsystem can access a website associated with location 115, such as acorporate website or an online shopping catalog, and analyze the websitefor text, keywords, prices, concepts, meta tags, and other detailsassociated with location 115.

User Identification

In various embodiments, location networking system 120 a can identifyusers of location 115 by a variety of methods. The methods describedbelow are not intended to be limiting, and one of ordinary skill in theart would recognize that other methods can be used to identify a user101.

In some embodiments, location networking system 120 a can identify auser 101 when the user 101 purchases an item at location 115. When auser 101 purchases an item at location 115, location networking system120 a may collect purchase information from the user 101, including theuser 101's name, credit card number, billing address, shipping address,email address, and so forth. For example, if user 101 visits a store andpurchases an item with a credit card, location networking system 120 acould use the information contained on the credit card to identify user101.

In some embodiments, location networking system 120 a can identify auser 101 based on some form of identification presented by the user 101at location 115. A user 101 could present a membership card, discountcard, coupon, ticket, code, driver's license, passport, or other itemthat contains identifying information about the user 101 at location115. For example, user 101 may have a ticket with a scannable code(e.g., a Quick Response (QR) code) that contains identifyinginformation. The ticket can be scanned at location 115, thereby allowinglocation networking system 120 a to identify user 101.

In some embodiments, location networking system 120 a can identify auser 101 based on the user 101's proximity to location 115. A user 101'sproximity can be determined using various devices or applications, suchas a GPS device, a social networking site (e.g., Facebook, Twitter), alocation tracking site (e.g., Foursquare, Google Latitude), a locationreservation site (e.g., OpenTable, Expedia), and the like. Locationnetworking system 120 a could then access this proximity information toidentify the user 101. For example, if user 101 enters a store, he couldaccess Foursquare via any suitable computing device to indicate that heis at the store, and Foursquare could transmit this information tolocation networking system 120 a, thereby informing location networkingsystem 120 a that user 101 is at the store. In another example, location115 could have a QR code printed inside the location, which user 101could photograph with a mobile client system 130 (e.g., a smart phone)and transmit to location networking system 120 a. In yet anotherexample, if user 101 makes a reservation to dine at a restaurant onOpenTable, location networking system 120 a could identify user 101 whenhe checks in with the maitre d′ at the restaurant.

In some embodiments, location networking system 120 a can identify auser 101 when the user 101 provides an indication of the user 101'spresence at location 115. User 101 could check-in with a host, log in toa computing device, activate a button or switch, or perform some othertype of action to indicate the user 101's presence at location 115,which could then be transmitted to location networking system 120 a. Forexample, if user 101 visits a hotel, location networking system 120 acould identify user 101 when he checks in with the hotel clerk. Inanother example, if user 101 accesses a computing system at location115, location networking system 120 a could identify user 101 when helogs into the computing system.

In some embodiments, location networking system 120 a or game networkingsystem 120 b can identify user 101 based on a search engine query madeby the user 101. For example, if user 101 queries a search engine (e.g.,Google or Yahoo) that has information that identifies user 101, thatinformation can be transmitted to location networking system 120 a orgame networking system 120 b along with any other relevant information(e.g., the search query made by user 101) that either system could useto identify user 101.

In some embodiments, while identifying a user 101, location networkingsystem 120 a may also collect information related to one or more gameaccounts associated with the user 101, including any unique game accountidentifiers assigned to the user 101. For example, user 101 may gainentrance to location 115 by presenting a ticket with a scannable QRcode, which contains information identifying user 101 and informationabout user 101's unique identifier on an online game. After this ticketis scanned at location 115, the identifying information can betransmitted to location networking system 120 a.

In some embodiments, location networking system 120 a can assign aunique identifier to each user 101 of location 115. Location networkingsystem 120 a can assign a name, identification number, or other uniqueidentifier to user 101. Location networking system 120 a can alsoutilize any unique identifier assigned to the user 101 by gamenetworking system 120 b.

Offering Incentive Rewards for Performing Location-Based Actions

A user of an online game hosted by game networking system 120 b can alsobe user 101 of location 115. Location operators may find it desirable toprovide some type of incentive to encourage these users to perform oneor more location-based actions. Some users may be incentivized toperform certain location-based actions when offered an in-game asset foran online game. As used herein, an incentive reward is an in-game assetin an online game that is offered to a user of the online game forcompleting one or more location-based actions. For example, theincentive reward could be a specific in-game asset (e.g., a Sword ofDestruction +5) that provides a particular in-game benefit (e.g.,increasing a player character's ability to defeat in-game opponents). Asused herein, a location-based action is a type of action that can beperformed at one or more locations by a user of an online game, whereinthe action is proposed to the user as part of an offer for an incentivereward. For example, a location-based action could be entering,visiting, using, purchasing, or performing some other action at location115.

In some embodiments, a distributor or manufacturer of an item canincentivize users of an online game to purchase the item from alocation. For example, the distributor or manufacturer of a specificsoft drink may offer (e.g., via an interface of the game networkingsystem 120 b) an in-game incentive for purchasing a can of the softdrink from any location. While this disclosure generally discusseslocation-based actions with respect to a location, the embodimentsdisclosed herein are also applicable to location-based actions withrespect to a distributor or manufacturer of an item, unless contextsuggests otherwise.

Incentive Rewards

An incentive reward may include a providing of an in-game asset, achanging of an attribute of an in-game asset, or an enabling of afeature of an online game hosted by game networking system 120 b. Anincentive reward could be, for example, game points, virtual currency,experience points, character levels, character attributes, virtualitems, or other in-game assets. Or an incentive reward could be, forexample, a changing of an attribute (e.g., a visual characteristic) ofan in-game asset. Or an incentive reward could be, for example, anenabling of an in-game feature, such as a dead drop for virtual items(described below) or a trading post for virtual items (described below).

Or an incentive reward may include an out-of-game asset. For example, anincentive reward may be a real-world item, such as money or a coupon. Oran incentive reward may be reward points (e.g., airline miles), such asreward points associated with a credit card. Or an incentive reward maybe a real-world item that corresponds to a virtual item. For example, anincentive reward may be a plastic ring corresponding to a virtual ringpurchased by a player character of a user within a virtual world of acomputer-implemented game.

Incentive Offer Search Systems

In various embodiments, game networking system 120 b can include anincentive offer search system, which is a network-addressable computingsystem that is operative to generate and/or select an incentive rewardin response to a request from another computing system, such as locationnetworking system 120 a, game networking system 120 b, or client system130. The incentive offer search system may be a central systemaccessible to one or more systems over a wide area network, or a localsystem accessible to a single domain. The present disclosure assumes theincentive offer search system is a subsystem of game networking system120 b; however, it is possible that the incentive offer search system ispart of location networking system 120 a or even an independent remotesystem.

In one embodiment, the incentive offer search system includes one ormore physical servers and an incentive offer data store. The incentiveoffer data store can store content information containing incentiveoffer creative content and Uniform Resource Locators (URLs) oridentifiers to content or other resources hosted by game networkingsystem 120 b or location networking system 120 a. The content may bestored in association with a game engine or game account information ongame networking system 120 b.

In various embodiments, the incentive offer search system determines anappropriate incentive reward to offer to a user 101 for performing oneor more location-based actions. In various embodiments, the incentiveoffer search system determines an appropriate reward to offer to groups(or cohorts) of people, either to each individual member of the group,or to the group collectively. Such groups of people may include in-gamegroups (e.g., a party existing within a role-playing game) orout-of-game groups (e.g., a “clan” of players that exists independentlyof a particular game). In some embodiments, the incentive offer searchsystem determines an appropriate reward to offer to groups of peopleregardless of whether the group is associated with thecomputer-implemented game. For example, the incentive offer searchsystem may determine an appropriate reward to offer to a church group ormembers of a Zynga Mafia Wars clan. The incentive reward can bedetermined by a variety of methods (e.g., statically, randomly, ordynamically).

In some embodiments, the incentive reward can be determined statically,such that the incentive reward offered is the same for all users. Forexample, user 101 might be offered an incentive reward of $20,000 invirtual poker chips for purchasing a lawnmower at location 115, and thissame incentive reward would be offered to all other users.

In some embodiments, the incentive reward can be determined dynamically,such that the incentive reward offered may vary based on a variety offactors. For example, the incentive reward can be determined based onlocation attributes, game state, or other parameters.

Determining Incentive Rewards Based on Game State

In various embodiments, the incentive offer search system can determinean appropriate incentive reward based on game state data stored on gamenetworking system 120 b. The incentive offer search system can accessthe user 101's game account to retrieve various game state data (e.g.,the games played by the user 101, the user 101's player character state)and then identify an incentive reward appropriate for user 101 based onthat data.

In some embodiments, the incentive offer search system can considerthematic, topical, or categorical relationships between a possibleincentive reward and a game state variable to determine an appropriateincentive reward. For example, the incentive offer search system mayquery game networking system 120 b to determine that user 101 is aplayer in Zynga Dragon Wars and that user 101's player character is a5th-level elf. The incentive offer search system may then determine thatan Elven Invisibility Cloak is an appropriate incentive reward for a5th-level elf based on the thematic relationship between the playercharacter's race and the incentive reward.

In some embodiments, the incentive offer search system can considerplayer character state, such as in-game assets and other attributes of aplayer character, to determine an appropriate incentive reward. Forexample, if user 101 has $25,000 in virtual poker chips in Zynga Poker,the incentive offer search system may determine that an incentive rewardof $10,000 in virtual poker chips is appropriate, but if user 101 has$100,000 in virtual poker chips, an incentive reward of $30,000 may bedetermined appropriate based on his current in-game assets, wherein theincentive reward is scaled to user 101's current in-game assets. Inanother example, if user 101 has five purple gems and zero orange gemsin Zynga Treasure Isle, the incentive offer search system may determinethat two orange gems is an appropriate incentive reward for user 101based on his current in-game assets, wherein the incentive reward isselected so that user 101 is not offered a redundant in-game asset.

In some embodiments, where user 101 plays more than one game hosted bygame networking system 120 b, the incentive offer search system cangenerate incentive rewards corresponding to one or more of the games.Game networking system 120 b can host a plurality of online games, and aparticular user may play one or more of these games and control one ormore player characters in each game. If the user 101 plays more than onegame on game networking system 120 b, the incentive offer search systemmay generate an incentive reward corresponding to one or more of thesegames. The incentive offer search system can determine which games togenerate incentive rewards for by examining the user 101's game accountinformation with respect to each game and analyzing a variety of factors(e.g., the user 101's frequency of play, duration of play, playpreferences, social network information). In a particular embodiment,the incentive offer search system can generate an incentive reward forone game from the plurality of games. For example, if user 101 playsZynga Poker on average ten hours a week, but only plays Zynga Mafia Warson average five hours per week, the incentive offer search system maydetermine that user 101 prefers playing Zynga Poker and may onlygenerate an incentive reward for that game. Alternatively, the incentiveoffer search system may generate an incentive reward for Zynga MafiaWars instead as a means of encouraging user 101 to increase his gameplay time in that game. The offer search system may also consider a user101's social network information for multiuser online games thatinterface with social networking systems. For example, if user 101 hastwenty friends who play Zynga Poker but fifty friends who play ZyngaMafia Wars, the incentive offer search system may determine that user101 prefers playing Zynga Mafia Wars and only generate an incentivereward for that game.

In some embodiments, the incentive offer search system can generateincentive rewards for two or more games. In one embodiment, theincentive offer search system can generate incentive rewards for aplurality of games. For example, if user 101 plays both Zynga Poker andZynga Mafia Wars, the incentive offer search system may offer anincentive reward of $10,000 in virtual poker chips (for Zynga Poker) anda virtual submachine gun (for Zynga Mafia Wars). In another embodiment,the incentive offer search system can generate incentive rewards for aplurality of games, but the offer requires the user 101 to choose whichgame he wants to receive the incentive reward in. For example, using theprevious example, the incentive offer search system might offer user 101an incentive reward of $10,000 in virtual poker chips and a virtualmachine gun, but require user 101 to choose which of the two rewards hewants. In yet another embodiment, the incentive offer search system cangenerate a single incentive reward that can be used in a plurality ofgames. For example, in a variation of the previous example, theincentive offer search system might offer user 101 an incentive rewardof $10,000 in virtual cash, wherein this cash can be used in eitherZynga Poker or Zynga Mafia Wars.

In some embodiments, the incentive offer search system can generate anincentive reward for a game hosted by game networking system 120 b thatuser 101 has never played or that has no game account associated withthe user 101. An incentive reward for an unplayed game can be generatedeven if the user 101 plays other games on game networking system 120 b.For example, if user 101 has only played Zynga Poker on game networkingsystem 120 b, the incentive offer search system may generate anincentive reward for another game hosted by game networking system 120 b(e.g., Zynga Mafia Wars, Zynga YoVille) to encourage user 101 to try anew game.

FIG. 2A shows a flowchart illustrating an example method 200A forgenerating an incentive reward based on game state. In variousembodiments, game networking system 120 b accesses a game account ofuser 101 to identify one or more computer-implemented games associatedwith the user 101 at step 210. Game networking system 120 b thengenerates an incentive reward for the user 101 based at least in part onthe game state of the one or more identified games at step 212. The gamenetworking system 120 b then transmits a message to the user 101comprising a description of the incentive reward, a description of alocation-based action, and an offer of the incentive reward for the user101's performance of the location-based action at step 214. The examplemethod illustrated in FIG. 2A and described above is provided forillustration purposes only and is not meant to be limiting. One ofordinary skill in the art would appreciate that the steps describedabove can be performed in any reasonable order, and that various stepscan be reordered, added, and removed.

Determining Incentive Rewards Based on Location Attributes

In various embodiments, the incentive offer search system can determinean appropriate incentive reward based on location attribute data. Thelocation attributes of location 115 can be stored in a location account,which can be stored and accessed on any suitable computing system,including location networking system 120 a, game networking system 120b, a third-party system, a distributed computing system, or anycombination of two or more of the above. The incentive offer searchsystem can access location 115's location account to retrieve variouslocation attribute data (e.g., the goods and services available at thelocation, personal and demographic information of users of the location)and then identify an incentive reward appropriate for a user based onthat data.

In some embodiments, the incentive offer search system can considerthematic, topical, or categorical relationships between a possibleincentive reward and a location attribute to determine an appropriateincentive reward. For example, the incentive offer search system mayquery the location account associated with location 115 to determinethat location 115 is a grocery store with organic strawberries on sale.The incentive offer search system may then determine that 100 servingsof virtual strawberry shortcake in Zynga Café World is an appropriateincentive reward for performing a location-based action at location 115based on the thematic relationship between and goods available atlocation 115 and the incentive reward.

In some embodiments, the incentive offer search system can considerdetails of the goods or services available at the location to determinean appropriate incentive reward to offer. This can include the type,price, quantity, quality, brand, size, description, and other details ofthe goods and services available at location 115. For example, theincentive reward for purchasing a toaster from a particular appliancestore might be a virtual toaster in Zynga YoVille. In one embodiment,the incentive reward may improve based on the price of the item. Forexample, the incentive reward for a $50 boombox may be $5000 in virtualpoker chips in Zynga Poker, but the incentive reward for a $1000 homestereo system may be $200,000 in virtual poker chips.

In some embodiments, the incentive offer search system can consider anybrands, trademarks, logos, and other corporate or intellectual propertyinformation associated with the location to determine an appropriateincentive reward. For example, if location 115 is a Sears departmentstore, the incentive offer search system may determine that a virtualitem affixed with the Sears logo is an appropriate incentive reward forperforming a location-based action at the location 115.

In some embodiments, the incentive offer search system can considerpersonal and demographic information of users of the location todetermine an appropriate incentive reward. This can included the name,sex, race, ethnicity, age, income, education, employment status,address, credit information, purchase history, and other personal ordemographic information of the users of the location. For example, ifuser 101 is female, the incentive offer search system may determine thata virtual Barbie doll in Zynga YoVille is an appropriate incentivereward for user 101 based on her sex.

In some embodiments, the incentive offer search system can consider thepurchase history of goods and services at the location to determine anappropriate incentive reward. For example, if visitors to location 115often buy fertilizer, the incentive offer search system may determinethat five applications of fertilizer in Zynga FarmVille is anappropriate incentive reward for performing a location-based action atlocation 115, based on the purchase history there.

In some embodiments, the incentive offer search system can consider thelocation-based action history of players of one or more online games atthe location to determine an appropriate incentive reward. This caninclude the type of location-based actions, proposed location-basedactions, performed location-based actions, and other informationregarding location-based actions associated with the location. Forexample, if some users often fail to perform a certain location-basedaction when offered an incentive reward of $10,000 in virtual pokerchips in Zynga Poker, the incentive offer search system may determine anincentive reward of $30,000 in virtual poker chips is an appropriateincentive reward to incentivize performance of this location-basedaction.

In some embodiments, the incentive offer search system can consider thegeographic information of the location to determine an appropriateincentive reward. This can include the position, elevation, size,orientation, GPS coordinates, relation to other locations, localterrain, weather, and other geographic information of the location. Forexample, if location 115 is near a beach, the incentive offer searchsystem may determine that a virtual beach towel in Zynga Treasure Isleis an appropriate incentive reward for performing a location-basedaction at location 115.

In some embodiments, the incentive offer search system may generate anincentive reward that is unique to a location where a user performs alocation-based action. For example, the user 101 may only receive anincentive reward for a first in-game asset when performing alocation-based action in New England, and the user 101 may only receivean incentive reward for a second in-game asset when performing alocation-based action in Wisconsin. Each incentive reward may be uniqueby country, region (e.g., four corners of the U.S.), state, city, or anyarea. In this way, the incentive offer search system may create anasymmetry in the availability of particular incentive rewards. Inresponse, users may seek to expand their social networks such that theyare able to obtain (e.g., through trading with other users) incentiverewards that would not otherwise be available to the users.

FIG. 2B shows a flowchart illustrating an example method 200B forgenerating an incentive reward based on location attributes. In variousembodiments, game networking system 120 b accesses a location account oflocation 115 to identify one or more attributes associated with location115 at step 220. Game networking system 120 b then generates anincentive reward for user 101 based at least in part on the attributesassociated with location 115 at step 222. The game networking system 120b then transmits a message to the user 101 comprising a description ofthe incentive reward, a description of a location-based action, and anoffer of the incentive reward for the user 101's performance of thelocation-based action at step 224. The example method illustrated inFIG. 2B and described above is provided for illustration purposes onlyand is not meant to be limiting. One of ordinary skill in the art wouldappreciate that the steps described above can be performed in anyreasonable order, and that various steps can be reordered, added, andremoved.

Determining Incentive Rewards Based on Other Factors

In various embodiments, the incentive offer search system can determinean appropriate incentive reward based on factors other than game stateor location attributes.

In some embodiments, the incentive reward can be determined based inpart on the location-based action generated by an action proposal searchsystem (described in more detail below). For example, if the actionproposal search system generates a location-based action for user 101 ofbuying a barbecue from a specific hardware store, the incentive offersearch system may determine that a virtual super oven in Zynga CaféWorld is an appropriate incentive reward based on the thematicrelationship between the incentive reward and the location-based action.In another example, the incentive reward for purchasing a bottle ofCoca-Cola from any location might be a virtual item affixed with aCoca-Cola logo.

In some embodiments, the incentive reward for performing alocation-based action can vary over time. The incentive offer searchsystem may generate multiple possible incentive rewards, wherein theactual reward received by the user 101 is based on when thelocation-based action is completed. For example, an incentive reward forpurchasing a lawnmower at location 115 within the next hour may be$20,000 in virtual poker chips, but the incentive reward may decrease toonly $10,000 in virtual poker chips if the lawnmower is purchased afterthe hour has ended. In one embodiment, the incentive reward may only beoffered for a limited time. For example, an incentive reward of avirtual sports car might only be offered to the first one hundred userswho purchase a toaster from location 115. In a variation of thisembodiment, the incentive reward may become less attractive forsubsequent purchasers. For example, the first user to purchase a toasterfrom location 115 will get a virtual Porsche 911, while later users willbe offered virtual Ford Pintos. The incentive offer search system maypresent offers such that it is not apparent to the user of the gamingsystem whether he will get the better item or not. For example, user 101might be presented with an offer that states, “Limited time offer! Thefirst person to buy a toaster today will receive a virtual Porsche 911in Zynga YoVille (subsequent buyers will receive a virtual Ford Pinto).”In this case, the user 101, viewing this offer, may not know whether hewill be the first purchaser and may only find out after the item ispurchased (e.g., when handed the receipt for the purchase).

In some embodiments, the incentive offer search system may generate anincentive reward that represents a number of times or a frequency withwhich a user completes a location-based action. For example, users maybe offered a selection of in-game coffee cups based on the number oftimes the users purchase coffee at Starbucks each week (e.g., users withfewer coffee purchases would have a smaller selection of in-game coffeecups to choose from). The incentive reward may also depend on the numberof times or a frequency with which the user completes the location-basedaction relative to the number of times or a frequency with which otherusers complete the location-based action. For example, a user 101, whopurchases more cups of coffee from Starbucks than other users, may beoffered an in-game coffee cup having a different visual characteristic(e.g., a different color, size, or shape) than the in-game coffee cupsof other users.

In some embodiments, the incentive offer search system may ensure thatsome incentive rewards are offered more rarely than others. In this way,the incentive offer search system may create a demand for items that areoffered more rarely, thereby incentivizing users to expand their socialnetworks to include users who obtain items that are rare relative toother items. In some embodiments, the incentive offer search system maycorrelate the rarity of an incentive reward with a difficulty level ofthe location-based action that users must perform in exchange for theincentive reward. In some embodiments, the incentive offer search systemmay correlate the rarity of an amount of a financial return that anentity associated with the game networking system 120 b may receive inexchange for users performing a location-based action that is necessaryto receive the incentive reward.

In some embodiments, the incentive offer search system may generate anincentive reward in exchange for a user 101 obtaining a particular setof in-game assets. Each of the in-game assets of the set may, in turn,may be offered to users 101 as incentive rewards for completinglocation-based actions. Thus, the incentive offer search system mayincentivize users 101 to complete a series of tasks to obtain a set ofin-game assets.

In some embodiments, the incentive offer search system may generate anincentive reward that is a composite in-game asset, where each of a setof in-game assets corresponds to a component of the composite in-gameasset. For example, the incentive reward may be an in-game food item(e.g., an in-game McDonald's Big Mac) and each of the set of in-gameassets may be ingredients of the in-game food item (e.g., two all-beefpatties, special sauce, lettuce, cheese, pickles, onion, and a sesameseed bun).

In some embodiments, the incentive offer search system may generate anincentive reward that is a limited-edition reward that is available onlyto users 101 that perform the location-based action during a particulartime period or with respect to an event that occurs at the location. Forexample, the incentive offer search system may generate an incentivereward that is based on a user 101 performing a location-based action at(e.g., attending) a particular live event (e.g., a Grateful Dead or Kissconcert) at a location 115. Or the incentive offer search system maygenerate an incentive reward that offers the user 101 a percentagechance of receiving a shirt signed by the drummer of Def Leopard, wherethe percentage increases based on the number of friends the user 101influences to attend a Def Leopard reunion concert.

In some embodiments, the incentive offer search system may generate anincentive reward that is non-transferrable. For example, the incentiveoffer search system may generate a non-transferrable reward (e.g., anin-game mountain climbing badge) to each user 101 that climbs a mountain(e.g., Mount Everest). Such non-transferrable rewards may correspond topersonal achievements of the user with respect to a location 115.

In some embodiments, the incentive offer search system may generate anincentive reward that is based on a user 101 performing a firstlocation-based action at a first location and a second location-basedaction at a second location (e.g., within a specific time period). Forexample, the incentive offer search system may generate an incentivereward based on a user checking in at a location in New York and alocation in Los Angeles on the same day. In other words, the incentiveoffer search system may generate an incentive reward based on the usertravelling between multiple locations. The incentive reward maycorrespond to the travelling between multiple locations (e.g., theincentive reward may be tied to the distance traveled, amount of timespent travelling, etc.). For example, the incentive reward may bein-game jet fuel based on a detection that the user is travellingbetween locations on an airplane. Or the incentive reward may be relatedto a path of travel between multiple locations. For example, theincentive reward for flying in an airplane over Chicago may be a virtualkielbasa.

In some embodiments, the incentive offer search system may generate anincentive reward that includes a consumable in-game asset. For example,the incentive offer search system may generate an incentive reward for avirtual orange that is based on the user 101 performing a location-basedaction (e.g., registering presence) at an orange orchard. The incentiveoffer search system may generate the incentive reward based on aconsuming of a consumable in-game asset by a player character of theuser 101. For example, the incentive offer search system may offer avirtual orange to the user 101 based on a player character of the user101 having consumed a virtual orange or not having a virtual orange inhis inventory. Or the incentive offer search system may not offer thevirtual orange to the user if the player character has a virtual orangein his inventory that the player character has not yet consumed.

In some embodiments, the incentive offer search system may generate anincentive reward that is based on a positive or negative feeling users101 have with respect to a location-based action, a type oflocation-based action, a location, or a type of location. For example,the incentive offer search system may determine levels of negativefeelings (e.g., levels of boringness, hassle, or annoyance) associatedwith types of locations (e.g., a doctor's office, dentist's office, andso on) based on input from users. Then, when a user 101 performs alocation-based action (e.g., sitting in a waiting room), the incentiveoffer search system may provide an incentive reward having a value thatis correlated to the level of negative feeling (e.g., a level ofboringness) of performing that location-based action. The incentiveoffer search system may also retrieve the levels of positive or negativefeelings from a predetermined table containing correlations of thelevels of positive or negative feelings with performing thelocation-based actions at the locations or types of locations. In thisway, the incentive offer search system may generate an award that causesa user 101 to look forward to visiting a location that he may otherwisenot be excited to visit.

In some embodiments, the incentive offer search system can generate anincentive reward that is only a percentage chance of receiving anin-game asset. For example, an incentive reward could be a specificpercentage chance (e.g., 20%, 40%, 75%) to receive a particular in-gameasset (e.g., a virtual Porsche 911). After the user 101 has earned theincentive reward, game networking system 120 b could then determine ifthe user 101 actually receives the in-game asset.

In some embodiments, the incentive offer search system may generate anincentive reward for an unknown or undisclosed in-game asset. Forexample, the incentive offer search system may generate an incentivereward for a “mystery prize” for user 101 and present an offer thatstates “Purchase this item at location 115 now and receive a mysteryprize in Zynga Dragon Wars!” The user 101 may not discover what the“mystery prize” is until the incentive reward is earned by performing anassociated location-based action, or possibly even later (e.g., the nexttime the user 101 logs into game networking system 120 b). In someembodiments, the incentive offer search system may present an offer thatkeeps a portion of the prize a mystery to be revealed when the user 101performs a location-based action. For example, the offer may present arange of values corresponding to the reward, but not the actual valuethat the user 101 will receive. For example, the incentive offer searchsystem may present an offer that states “Purchase this item at location115 now and receive up to 100,000 poker chips in Zynga Poker!” Then,when the user 101 performs the location-based action, the incentiveoffer search system may reveal the value of the reward (e.g.,“Congratulations! You received 5,000 poker chips in Zynga Poker! forpurchasing this item at location 115!”).

In some embodiments, the incentive offer search system may generate anincentive reward that incorporates an element of chance (e.g., a lotteryticket). For example, the incentive offer search system may generate anincentive reward for a 10% chance of receiving a free coffee atStarbucks. The percentage of chance may vary according to variouscriteria, such as an estimated value of the player's action with respectto an operator of the location. For example, the incentive offer searchsystem may generate an incentive reward for a 20% chance of receiving afree coffee at Starbucks for registering presence at Starbucks and anincentive reward for 90% chance of receiving a free coffee at Starbucksfor purchasing a coffee at Starbucks.

In some embodiments, the incentive offer search system may generate anincentive reward for a player or group of players based on a level ofinfluence of the player or group of players. The game networking system120 b may determine a level of influence of a player or group of playersin a variety of ways, as described below.

Generating Incentive Rewards to Motivate Groups of People

In some embodiments, the incentive offer search system may generate anincentive reward to motivate groups of people. For example, an incentivereward me be offered—either individually or collectively—to a group ofpeople (e.g., two or more players of a computer-implemented game or aplayer of a computer-implemented game and one or more friends of theplayer of the computer-implemented game). For example, the incentiveoffer search system may generate an incentive reward that is to beoffered to each of a group of people based on each one (or a particularnumber or percentage of) the group performing a location-based action.

In some embodiments, the incentive offer search system may generate anincentive reward that that includes counting a player's vote on amatter. The game networking system 120 b may determine a matter forwhich an entity associated with a computer-implemented game (e.g., asponsor of the computer-implemented game) seeks an opinion of theplayers in the form of a vote. The game networking system 120 b may alsoreceive input as to the possible voting options for the matter. Theincentive offer search system may then enable the players to place theirvotes (e.g., select one of the voting options) on the matter byperforming location-based actions. For example, the game networkingsystem 120 b may seek to determine whether players of acomputer-implemented game prefer Peet's Coffee or Starbuck's Coffee. Theincentive offer search system may then generate an incentive reward thatincludes counting the player's vote on the matter based on the playerperforming a location-based action (e.g., purchasing coffee) at a Peet'sCoffee or Starbuck's establishment. In this way, players may “vote withtheir feet” on a matter that is relevant or important to the players ofa computer-implemented game or an entity associated with the gamenetworking system 120 b (e.g., a sponsor of a computer-implementedgame).

In some embodiments, the game networking system 120 b may only count aplayer's vote while the player is performing a location-based action orfor a specific (e.g., predetermined) time period during or after theplayer performs a location-based action. Thus, a result of a vote maychange (e.g., in a capture-the-flag style) at any given time based on anumber of people who are currently performing (or have recentlyperformed) a location-based action. In some embodiments, the gamenetworking system 120 b may count the player's vote only while theplayer is performing a location-based action. In some embodiments, aplayer's vote may only be counted one time, regardless of how many timesthe user 101 performs an associated location-based action In someembodiments, a player's vote will be counted each time (or a particularnumber or percentage of times) a player performs a location-basedaction. In some embodiments, the game networking system 120 b may limita number of votes a player may place regarding a matter to a maximumnumber.

In some embodiments, the game networking system 120 b may count a lackof performance by a player of a location-based action as an affirmativevote against a voting option corresponding to the location-based action.For example, if a player does not purchase a coffee at Starbuck's withina certain time period, the game networking system 120 b may count theplayer's non-action as a vote against Starbuck's on a matter such aswhich coffee chain is a favorite of players of a computer-implementedgame. Or the game networking system 120 b may count a performance by aplayer of an opposite location-based action as an affirmative voteagainst a voting option corresponding to the location-based action. Forexample, if a player can vote in favor of Starbuck's as a favoritecoffee establishment by registering presence at Starbuck's, but theplayer instead registers presence at Peet's Coffee, the game networkingsystem 120 b may register the player's action as a vote againstStarbuck's on a matter such as a favorite coffee establishment ofplayers of a computer-implemented game.

In some embodiments, the game networking system 120 b may use the resultof a vote to determine a next event in a computer-implemented game Forexample, if a vote shows that a majority of players of thecomputer-implemented game prefer Starbuck's over Peet's Coffee, thenplayer characters of the players may receive virtual items bearing aStarbuck's logo. Or the vote may pertain to a rule of thecomputer-implemented game and the game networking system 120 b maychange the rule based on the result of the vote.

In some embodiments, the game networking system 120 b may expose itsfunctionality to one or more third parties to, for example, enable athird party to conduct market research. For example, the game networkingsystem 120 b may expose its functionality for collecting votes fromplayers such that a third party can conduct market research based oninput from the players For example, a third-party market researchcompany may wish to determine whether players of a computer-implementedgame prefer a blended coffee product from Starbuck's or a blended coffeeproduct from Peet's Coffee. The game networking system 120 b may enablethe market research company to access its voting functionality (e.g.,via an Application Programming Interface (API)) to specify a matter onwhich the players are to vote, specify the various voting options, orspecify a location-based action that each player is to perform in orderto register their votes. The market research company may formulatemultiple matters, each with multiple voting options, thus using the gamenetworking system 120 b to present a marketing survey to the players.Additionally, the game networking system 120 b may enable the marketresearch company to specify various configuration options related to thevoting functionality, such as how long players must remain present atthe location of the location based action for their votes to count,whether the players can register multiple votes, and whether the playerscan vote affirmatively against a voting option by performing anadditional location-based action (e.g., a location-based action that isopposite to a location-based action that is required for a player toregister a vote for a voting option). The game networking system 120 bmay expose its functionality based on a contract (e.g., a financialcontract) between an entity operating the game networking system 120 band the third-party market research company.

In some embodiments, the incentive offer search system may generate anincentive reward based on levels of influence. For example, theincentive offer search system may generate an incentive reward for aplayer of a computer-implemented game based on how much influence theplayer has over his in-game or out-of-game friends. Or the incentiveoffer search system may generate an incentive reward for a player basedon the player's effectiveness at exercising influence over his friendsto perform a location-based action For example, the incentive offersearch system may offer an incentive reward that varies based on howmany of the player's friends perform a location-based action at theplayer's request.

In some embodiments, the incentive offer search system may generate anincentive reward based on the types of people a player influences. Forexample, the incentive offer search system may generate an incentivereward for a player that is to be provided to the player based on theplayer influencing people having a certain level of attractiveness toregister presence at a location (e.g., a bar or night club). The gamenetworking system 120 b may determine a level of attractiveness of thepeople that the player influences in various ways. For example, the gamenetworking system 120 b may receive input from other players present atthe location regarding the level of attractiveness of the people thatthe player was able to influence to register their presence at thelocation. Or the game networking system 120 b may perform a real-timevalidation of the attractiveness of the people (e.g., via acrowd-sourcing platform). As another example, the incentive offer searchsystem may generate an incentive reward for a player that is to beprovided to the player based on the player influencing people having aparticular gender or a particular level of style to perform alocation-based action.

The game networking system 120 b may rank input received from otherplayers based on reliability of past inputs by the other players Forexample, if a player's input has been particularly unreliable in thepast (e.g., based on feedback received from other players), the player'sinput may be given a lower weighting relative to players who have givenmore reliable input. This weighting of input from players may be appliedto all forms of input received from the players (e.g., votes, feedback,etc.). For example, if a player provides input to the game networkingsystem 120 b regarding the attractiveness of people that an additionalplayer influences to perform a location-based action, the gamenetworking system 120 b may give the player's input a weightingcorresponding the estimated reliability of the player's input. The gamenetworking system 120 b may estimate the attractiveness of the peoplebased on an aggregation of weighted inputs received from multipleplayers.

The incentive offer search system may generate an incentive reward for aplayer based on the player influencing a number of friends to perform alocation-based action. For example, the incentive offer search systemmay identify that an operator of a location is offering an incentivereward in exchange for a player influencing five friends to registertheir presence at the location. The incentive offer search system mayalso generate incentive rewards for each of the people that the playerinfluences. In this way, the incentive offer search system may generaterewards cascading down to multiple people, encouraging flash sales at alocation. Each of the incentive rewards may be unique to the person towhom it is offered (e.g., based on profile information retrieved aboutthe person from a social networking system 120 c). Or some of theincentive rewards may be the same as other incentive rewards offered toother people. For example, the player influencing his friends mayreceive a different incentive reward than the friends he influences; or,particular sets of friends of the player (e.g., the first set of friendsto be influenced by the player) may receive different incentive rewardsthan other sets of friends. In some embodiments, the incentive rewardmay generate an incentive reward for a group (or cohort) of people basedon the cohort influencing any combination of individual people or othercohorts of people to perform the location-based action. Individuals orcohorts may be related to a game executing on the game networking system120 b (e.g., players of the game) or unrelated to the game (e.g., achurch group). The incentive reward may include a first sub-reward to beprovided to a player or cohort based on the player or cohort asking anadditional player or an additional cohort to perform the location-basedaction and a second sub-reward to be provided to the player or thecohort based on the number of completions of the location-based actionby the additional player or additional cohort.

The incentive offer search system may generate an incentive reward for aplayer based on the player influencing a number of other people toperform a location-based action at a particular location based on inputfrom an operator of the particular location. For example, if Starbucksis experiencing a slow-down in sales at particular physical Starbuckslocations in the mid-western United States, an operator of the Starbucksmay interface with the incentive offer search system to requestgeneration of an incentive reward that rewards players or groups ofplayers for influencing people to perform a location-based action atphysical Starbucks locations in the mid-western United States.

The incentive offer search system may generate an incentive reward thatis time constrained. For example, an incentive offer search system maygenerate an incentive reward that offers a player a 30% discount onitems sold at a location based on the player attracting a particularnumber of friends to the location. The 30% discount may be offered in afirst hour. In a second hour, the 30% discount may be reduced to a 20%discount. In future hours, the discount may either be reduced further orincreased (e.g., based on the player influencing an additional number ofpeople to perform a location-based action within an additional timeperiod).

In some embodiments, the incentive offer search system may generate anincentive reward based on information collected from a social networkingsystem about players to whom the incentive reward is to be offered. Forexample, the incentive offer search system may generate an incentivereward that is to be offered to players that have more than a thresholdnumber of friends on the social networking system. Or the incentiveoffer search system may generate an incentive reward that has a valuethat corresponds to the number of friends of the player on the socialnetworking system 120 c. For example, the incentive offer search systemmay offer an incentive reward of X virtual gold coins, where X is equalto the number of friends the player has on Facebook.

In some embodiments, the incentive offer search system may generate anincentive reward based on input received from an operator at thelocation 115 or based on an identification of an incentive rewardoffered by the operator made independently of any input received fromthe operator.

Reflecting a Location-Based Action in a Game Independently of an Offerof an Incentive Reward

In some embodiments, a location-based action may be reflected in acomputer-implemented game independently of an offer of an incentivereward. For example, a real-world blending system may automaticallychange an attribute of an in-game item (e.g., a color of a coffee cup)based on the number of times or a frequency with which a user 101completes a location-based action (e.g., purchases coffee at Starbucks).Or the real-world blending system may enable a feature of acomputer-implemented game based on a performance of a location-basedaction by the user 101. For example, the real-world blending system mayenable or disable trading of in-game assets between a first user and asecond user based on a performance of a location-based action by thefirst user or the second user. Or the real-world blending system mayenable communication between multiple players of a computer-implementedgame (e.g., enabling a first player to convey a hint to a second playerregarding how the second player may advance within the game) based onthe multiple players performing a location-based action at a location.Or the real-world blending system may enable multiple players to advancewithin the game based on each of the multiple players performing one ormore location-based actions (e.g., registering presence at a logicalStarbucks location within a specific time frame and then successivelypurchasing a cup of coffee). Or the real-world blending system mayautomatically provide a user 101 with an in-game coffee cup having aStarbucks logo based on a detecting that the user 101 performed thelocation-based action of making a purchase at Starbucks.

The real-world blending system may associate a location-based actionwith an in-game action. For example, the real-world blending system maydetect that user 101 has come into physical proximity of or handled areal-world item at a location 115 (e.g., based on a scanning of aproduct code, such as a Universal Product Code (UPC) by the user 101).The real-world blending system may then reflect the action of the user101 in the computer-implemented game by providing a player character ofthe user 101 with an in-game item corresponding to the scannedreal-world item. Or the real-world blending system may represent theaction of the scanning of the item by the user 101 by using the playercharacter of the user 101 to shoplift an in-game item from an in-gamestore corresponding to the location 115 at which the user 101 scannedthe item. In other words, the real-world blending system may correlatelocation-based actions with in-game actions by player characters. Suchin-game actions may be analogous or representative of the location-basedaction.

In some embodiments, the incentive offer search system may generate anincentive reward that relates to an activity that is performed at thelocation 115 or is otherwise related to a location or type of location.For example, the incentive reward may include unlocking health pointswithin a computer-implemented game based on user 101 performing alocation-based action at a doctor's office. Or the incentive reward mayinclude repairing an in-game asset based on the user 101 performing alocation-based action at a repair shop. In this way, the incentive offersearch system may generate rewards that make user 101's mundane tasksmeaningful within a computer-implemented game (and thus more fun).

The real-world blending system may perform operations independently ofwhether the user 101 has been offered an incentive reward for performinga location-based action.

Location-Based Actions

A location-based action is a type of action that can be performed atlocation 115 by user 101 of an online game hosted by game networkingsystem 120 b. The location-based action may be proposed to the user 101as part of an offer for an incentive reward. A location-based actioncould be, for example, entering, visiting, using, purchasing, orperforming some other action at location 115. Although many of theexamples below are described in terms of a single location-based action,it is contemplated that a location-based action may include one or moresub-actions or steps (e.g., a series of sub-action or steps) or mayitself be a sub-action or step of a plurality of location-based actions.Thus, a location-based action may be an aggregation of otherlocation-based actions. Each of one or more location-based actions of anaggregation of location-based actions may be associated with anincentive reward. Additionally, a location-based action that is anaggregation of additional location-based actions may itself beassociated with an incentive reward.

Action Proposal Search Systems

In various embodiments, game networking system 120 b can include anaction proposal search system, which is a network-addressable computingsystem that is operative to generate and/or select a location-basedaction in response to a request from another computing system, such aslocation networking system 120 a, game networking system 120 b, orclient system 130. The action proposal search system may be a centralsystem accessible to one or more systems over a wide area network, or alocal system accessible to a single domain. The present disclosureassumes the action proposal search system is a subsystem of gamenetworking system 120 b; however, it is possible that the actionproposal search system is part of location networking system 120 a oreven an independent remote system.

In one embodiment, the action proposal search system includes one ormore physical servers and an action proposal data store. The actionproposal data store can store content information containing actionproposal creative content and URLs or identifiers to content or otherresources hosted by game networking system 120 b or location networkingsystem 120 a. The content may be stored in association with game accountinformation or location account information on game networking system120 b.

In various embodiments, the action proposal search system determines anappropriate location-based action to propose to user 101 in exchange forone or more incentive rewards. The location-based action can bedetermined by a variety of methods (e.g., statically, randomly,dynamically, etc.).

In some embodiments, the location-based action can be determinedstatically, such that the location-based action offered is the same forall users. For example, the action proposal search system may proposethat user 101 purchase a cup of coffee at location 115 in exchange foran incentive reward of $100 in virtual cash, and this samelocation-based action would be proposed to all other users.

In some embodiments, the location-based action can be determineddynamically, such that the location-based action proposed may vary basedon a variety of factors. For example, the location-based action can bedetermined based on location attributes, game state, or otherparameters.

Determining Location-Based Actions Based on Game State

In various embodiments, the action proposal search system can determinean appropriate location-based action based on game state data on gamenetworking system 120 b. The action proposal search system can accessthe user 101's game account to retrieve various game state data (e.g.,the games played by the user 101, the user 101's player character state)and then identify a location-based action appropriate for user 101 basedon that data.

In some embodiments, the action proposal search system can considerthematic, topical, or categorical relationships between a possiblelocation-based action and a game state variable to determine anappropriate location-based action. For example, the action proposalsearch system may query game networking system 120 b to determine thatuser 101 is a player in Zynga FarmVille and that user 101's playercharacter has a virtual barn. The action proposal search system may thendetermine that visiting a particular barn at the Sonoma County Fair isan appropriate location-based action for the user 101 based on thethematic relationship between user 101's virtual barn and the proposedlocation.

In some embodiments, the action proposal search system can considerplayer character state, such as in-game assets and other attributes of aplayer character, to determine an appropriate location-based action. Forexample, if user 101 has $25,000 in virtual poker chips in Zynga Poker,the action proposal search system may determine that playing a hand ofreal poker in Las Vegas at a $10 limit table is appropriate, but if user101 has $100,000 in virtual poker chips, playing five hands of realpoker at a $50 limit table may be determined appropriate based on user101's current in-game assets. In another example, if user 101 has avirtual barn with no virtual chickens in it in Zynga FarmVille, theaction proposal search system may determine that visiting the chickencoop at the Sonoma County Fair is an appropriate location-based actionfor user 101 based on his current in-game assets.

In some embodiments, where user 101 plays more than one game hosted bygame networking system 120 b, the action proposal search system cangenerate location-based actions corresponding to one or more of thegames. Game networking system 120 b can host a plurality of onlinegames, and user 101 may play one or more of these games and control oneor more player characters in each game. If the user 101 plays more thanone game on game networking system 120 b, the action proposal searchsystem may generate a location-based action corresponding to one or moreof these games. The action proposal search system can determine whichgames to generate location-based actions for by examining the user 101'sgame account information with respect to each game and analyzing avariety of factors (e.g., the user 101's frequency of play, duration ofplay, play preferences, social network information). For example, theaction proposal search system may determine that buying a cup of coffeefrom a specific café is an appropriate location-based action to receivean incentive reward in Zynga Café World. In another example, the actionproposal search system may determine that donating $10 to an animalcruelty charity is an appropriate location-based action to receive anincentive reward in Zynga FarmVille.

In an example embodiment, the action proposal search system may generatelocation-based actions corresponding to a game, such as a game in whichplayers have a goal of attacking and defending turf (e.g., a location(e.g., location 115) or set of locations) by performing location-basedactions. For example, players may start turf wars to become the boss ofa location (e.g., a business establishment). To win a turf war, playersmay need to enlist their in-game or out-of-game friends (e.g., “mob,”“mafia,” or group), encouraging them to perform additionallocation-based actions. Based on their ability to influence otherplayers in group, or based on their performance of location-basedactions to assist other players in their group, players may expand theirturf collectively or individually. A turf may include multiple locationsor one or more regions, such as a street, block, city, state, and so on.An example embodiment of a game in which players attack and defend turfis the Turf Wars game, which is described in more detail with respect toFIGS. 6A-6L.

FIG. 2C shows a flowchart illustrating an example method 200C forgenerating a location-based action based on a game state. In variousembodiments, game networking system 120 b accesses a game account ofuser 101 to identify one or more computer-implemented games associatedwith the user 101 at step 230. Game networking system 120 b thengenerates a location-based action for the user 101 based at least inpart on the game state of the one or more identified games at step 232.Game networking system 120 b then transmits a message to the user 101comprising a description of the location-based action, a description ofan incentive reward, and an offer of the incentive reward for the user101's performance of the location-based action at step 234.

Determining Location-Based Actions Based on Location Attributes

In various embodiments, the action proposal search system can determinean appropriate location-based action based on location attribute data.The location attributes of location 115 can be stored in a locationaccount, which can be stored and accessed on any suitable computingsystem, including location networking system 120 a, game networkingsystem 120 b, a third-party system, a distributed computing system, orany combination of two or more of the above. The action proposal searchsystem can access location 115's location account to retrieve variouslocation attribute data (e.g., the goods and services available at thelocation 115, personal and demographic information of users of thelocation 115, etc.) and then identify a location-based actionappropriate for user 101 based on that data.

In some embodiments, the action proposal search system can considerthematic, topical, or categorical relationships between a possiblelocation-based action and a location attribute to determine anappropriate location-based action. For example, the action proposalsearch system may query the location account associated with location115 to determine that location 115 is a grocery store with organicstrawberries on sale. The incentive offer search system may thendetermine that buying a basket of organic strawberries is an appropriatelocation-based action to perform at location 115 based on thecategorical relationship between the goods available at location 115 andthe location-based action.

In some embodiments, the action proposal search system can considerdetails of the goods or services available at the location to determinean appropriate location-based action. This can include the type, price,quantity, quality, brand, size, description, and other details of thegoods and services available at the location. For example, if location115 is an amusement park, the action proposal search system maydetermine that riding a specific roller coaster is an appropriatelocation-based action based on the type of services available there. Inparticular embodiments, the action proposal search system can generate alocation-based action to incentivize the purchase of particular goods orservices, such as buying items that are on sale or items the locationoperator wants to clear from inventory. The location operator canprovide preferences for the items that it wants associated withlocation-based offers, or the action proposal search system can querythe location account and analyze the location's current inventory todynamically determine an appropriate item. For example, if location 115is an ice cream shop with an oversupply of vanilla ice cream, the actionproposal search system may determine that purchasing a scoop of vanillaice cream at location 115 is an appropriate location-based action basedon the inventory of goods available there.

In some embodiments, the action proposal search system can consider anybrands, trademarks, logos, and other corporate or intellectual propertyinformation associated with the location to determine an appropriatelocation-based action. For example, if the operator of location 115 hasa patent on a certain method, the action proposal search system maydetermine that performing that patented method is an appropriatelocation-based action.

In some embodiments, the action proposal search system can considerpersonal and demographic information of users of the location todetermine an appropriate location-based action. This can include thename, sex, race, ethnicity, age, income, education, employment status,address, credit information, purchase history, and other personal ordemographic information of the users of the location. For example, if auser 101 of location 115 is a mechanical engineer, the action proposalsearch system may determine that purchasing a textbook on thermodynamicsat location 115 is an appropriate location-based action based on theuser 101's employment information. In another example, if user 101 hasnever purchased a sandwich from location 115, the action proposal searchsystem may determine that purchasing a sandwich from location 115 is anappropriate location-based action for user 101 based on his purchasehistory. In yet another example, if user 101 is 18-years old, the actionproposal search system may propose to the user 101 to purchase a can ofsoda, but if user 101 is 22-years old, the action proposal search systemmay propose to the user 101 to purchase a bottle of scotch.

In some embodiments, the action proposal search system can consider thepurchase history of goods and services at the location to determine anappropriate location-based action. For example, if visitors to location115 rarely buy a particular item, the action proposal search system maydetermine that purchasing that item at location 115 is an appropriatelocation-based action based on the purchase history of that item,wherein the location-based action is selected to incentivize purchase ofthat item.

In some embodiments, the action proposal search system can consider thelocation-based action history of players of one or more online games atthe location to determine an appropriate location-based action. This caninclude the type of location-based actions, proposed location-basedactions, performed location-based actions, and other informationregarding location-based actions associated with the location. Forexample, if a small fraction of users perform a certain location-basedaction, such as playing at a high-stakes poker table at a particularcasino, the action proposal search system may determine that an easierversion of that location-based action is an appropriate location-basedaction, such as playing at a lower-stakes poker table. In anotherexample, if user 101 has never visited Bozo's Amusement Park, the actionproposal search system can propose that user 101 purchase a summer pass.If user 101 has already visited Bozo's Amusement Park, and it hadalready been proposed to user 101 to purchase a summer pass, the actionproposal search system can propose that user 101 purchase cotton candyinside the park. In a particular embodiment, the action proposal searchsystem can determine a location-based action based on any previousactions that have been proposed to the user 101 based on locationsbesides the one that is currently specified. For example, if the actionproposal search system had previously proposed that the user 101 buy agrill at a general store, the action proposal search system could thenpropose that the user 101 purchase steaks or hotdogs at a supermarket.

In some embodiments, the action proposal search system can consider thegeographic information of the location to determine an appropriatelocation-based action. This can include the position, elevation, size,orientation, GPS coordinates, relation to other locations, localterrain, weather, and other geographic information of the location. Forexample, if location 115 is a store that sells bread and the store isnear a duck pond, the action proposal search system may determine thatpurchasing bread and feeding the ducks is an appropriate location-basedaction based on the geographic information of location 115. In oneembodiment, the action proposal search system can determine alocation-based action based on the local terrain. For example, iflocation 115 is near a beach, the action proposal search system maydetermine that purchasing a swimsuit from location 115 is an appropriatelocation-based action based on the proximity of the location 115 to thebeach. In another embodiment, the action proposal search system canconsider the current weather at the location 115. For example, if thecurrent temperature at an amusement park is 90° F., the action proposalsearch system may determine that riding a water slide at the park is anappropriate location-based action based on the current weather there. Inyet another embodiment, the action proposal search system can considerthe historical weather at the location 115. For example, if the daytimetemperature outside location 115 is typically 50° F. in the winter, theaction proposal search system may determine that purchasing a sweatshirtat location 115 in the winter is an appropriate location-based actionbased on the historical weather there.

FIG. 2D shows a flowchart illustrating an example method 200D forgenerating a location-based action based on location attributes. Invarious embodiments, game networking system 120 b accesses a locationaccount of location 115 to identify one or more attributes associatedwith location 115 at step 240. Game networking system 120 b thengenerates a location-based action for a user 101 based at least in parton the attributes associated with location 115 at step 242. Gamenetworking system 120 b then transmits a message to the user 101comprising a description of the location-based action, a description ofan incentive reward, and an offer of the incentive reward for the user101's performance of the location-based action at step 244. The examplemethod illustrated in FIG. 2D and described above is provided forillustration purposes only and is not meant to be limiting. One ofordinary skill in the art would appreciate that the steps describedabove can be performed in any reasonable order, and that various stepscan be reordered, added, and removed.

Determining Location-Based Actions Based on Other Factors

In various embodiments, the action proposal search system can determinean appropriate location-based action based on factors other than gamestate or location attributes.

In some embodiments, the location-based action can be determined basedin part on the incentive reward generated by the incentive offer searchsystem. For example, if the incentive offer search system generates avirtual ice cream machine as an incentive reward for user 101, theaction proposal search system may determine that buying a quart ofpremium ice cream from a specific grocery store is an appropriatelocation-based action based on the thematic relationship between theincentive reward and the location-based action.

In some embodiments, the incentive reward for performing alocation-based action can vary over time. The action proposal searchsystem may generate multiple possible location-based actions, whereinthe location-based action the user 101 has to perform to receive anincentive reward is based on when the location-based action iscompleted. For example, the action proposal search system may determinethat swimming 10 laps at a particular swimming pool is an appropriatelocation-based action in the summer, but may determine that visiting anice rink is an appropriate location-based action in the winter. Inanother example, the difficulty of the location-based action may varyover time. User 101 may have to swim 10 laps in a swimming pool if thelocation-based action is performed within two hours of being generatedby the action proposal search system, but after two hours, user 101 mayhave to swim 50 laps.

In some embodiments, the incentive reward may be based in part onparticipation (e.g., an attendance) of a user 101 at an event (e.g., aconcert, like a Grateful Dead or Kiss concert) that is held at alocation. For example, the action-proposal search system may generatemultiple location-based actions corresponding to events the action-basedproposal search system determines are scheduled to occur at a certainvenue over a period of time.

In some embodiments, the action-proposal search system may determine alocation-based action based on achievements associated with a location.For example, the action-proposal search system may determine that anachievement associated with the Himalayas is climbing Mount Everest.Thus, the user 101 may be offered an incentive reward (e.g., anon-transferrable in-game mountain climbing badge) for climbing MountEverest. Or the action proposal search system may determine that anachievement associated with “Big Burger” restaurant is eating afive-pound burger. Thus, the user 101 may be offered an incentive rewardfor eating the five-pound burger at Big Burger.

In some embodiments, the action proposal search system may consider userstate, such as out-of-game assets and other attributes of user 101, todetermine an appropriate location-based action. For example, the actionproposal search system may consider whether the user 101 owns or has inhis possession a real-world item that is associated with a virtual itemof a computer-implemented game. For example, if the game networkingsystem 120 b detects that the user 101 has in his possession areal-world item that corresponds to a virtual item of a virtual world ofa computer-implemented game (e.g., an arrow that corresponds to avirtual arrow provided to a player character of the user 101), theaction proposal search system may determine that an appropriatelocation-based action is to bring the virtual item into physicalproximity (e.g., within a few feet) of an additional real-world item atthe location that corresponds to an additional virtual item (e.g., a bowthat corresponds to a virtual bow provided to a player character of anadditional user of the game).

The action proposal search system may generate location-based actionsinvolving any combination of users, virtual items, or locations. Thus,the action-proposal system may generate location-based actions for eachof multiple users to bring any of a set of multiple items to fiveStarbucks and three record stores in four particular cities.

The game networking system 120 b may be configured to detect thelocation of real-world items in various ways. For example, to detect alocation of a real world-item, the game networking system 120 b may beconfigured to detect a presence of the real-world item on a network. Forexample, a real-world item may be integrated with a lithium polymerbattery having an embedded Bluetooth chip, such that the real-world itemis uniquely serialized and detectable on the network. Suchautomatically-detectable real-world items may be offered as incentiverewards to users. For example, the incentive offer search system maydetermine that an appropriate incentive reward for user 101 performing alocation-based action is to provide the user 101 with a real-worldplastic ring that represents a virtual ring of a player character of theuser 101. As another example, the game networking system 120 b maydetect the presence of a real-world item at a location based on inputfrom one or more users present at the location.

Features of a real-world item with respect to a computer-implementedgame may be locked and unlocked in a secure manner (e.g., using apassword communicated to the user over an out-of-band communicationchannel, such as a foil or scratch-off serial number on a card providedwith the real-world item) such that only authorized users may activateor use the real-world item with respect to the game. For example, byusing the password, a user of the real-world item may bind thereal-world item to a device (e.g., an iPhone or a computer), such thatthe features of the real-world item are enabled with respect to the gameonly when the user is accessing the device to which the real-world itemis bound. Thus, if a player binds a set of playing cards (that arelinked to the computer-implemented game via a wireless device) to hisiPhone, and those playing cards are later stolen, the thief of thoseplaying cards will be unable to use them with respect to the game unlesshe also has access to the user's iPhone.

The locking or unlocking of a real-world item with respect to acomputer-implemented game may also enable a user to give, trade, or sellthe real-world item in a marketplace. For example, upon acquiring areal-world item that is linked to a computer-implemented game, theprovider of the real-world item may provide the receiver of thereal-world item with a password necessary to unlock the features of thereal-world item with respect to the computer-implemented game. The gamenetworking system 120 b may then perform verification of the sale (e.g.,prompt the provider to confirm that he did in fact intend to provide thereal-world item to the receiver). The game networking system 120 b mayalso charge a fee (e.g., to the provider, receiver, or both) to unlockthe features of the virtual item with respect to the game after thereal-world item is exchanged. In this way, the game networking system120 b may control or prevent gray- or black-market exchanging ofreal-world items that are linked to a computer-implemented game.

The exchanging of real-world items linked to a computer-implemented gamemay include leasing, lending, temporary trading, or temporary swappingof virtual items.

A device (e.g., a wireless Bluetooth or radio-frequency identification(RFID) device) integrated into the real-world item may communicate aunique identifier (e.g., its Media Access Control (MAC) address orservice set identifier (SSID)) such that the real-world item is uniquelyidentifiable to the game networking system 120 b.

A device may be integrated into the real-world item that includessensors for motion detection, motion tracking, motion acceleration,elevation, magnetic fields, and so on, such that the game networkingsystem 120 b is able to obtain from the device (e.g., via communicationwith the device) information in addition to GPS information regardingthe location of the real-world item For example, the device may have acapability to determine its position relative to an ad hoc collection ofother items containing similar devices at a location. Thus, in variousembodiments, the game networking system 120 b may obtain finer-grainedinformation about the movement of a virtual item at a location than itmay obtain from a GPS device integrated into the item. For example, thegame networking system 120 b may be able to determine from anaccelerometer or similar device integrated into a real-world item avelocity or degree of force used by a player when moving the item. Thegame networking system 120 b may communicate with one or more devicesintegrated into real-world items at a location to obtain informationcollected by the various devices and then communicate that informationback to the devices such that players at a location may be informed(e.g., via a client user interface executing on the device) of otherreal-world items that are nearby or relevant to a computer-implementedgame. The game networking system 120 b may incorporate information aboutthe real-world items into its systems, such as the action proposalsystem (e.g., to propose location-based actions involving multiplereal-world items at a location).

An item association system may associate a real-world item (e.g., aclient device, such as an iPhone, that is in the user's possession) witha virtual item, such that the real-world item becomes representative ofthe virtual item. For example, the item association system may associatea user 101's iPhone with a virtual sword of a player character of theuser 101. The user 101 may request such an association or the itemassociation system may establish such an association as part of thegameplay of a computer-implemented game. The incentive offer searchsystem may determine that an appropriate incentive reward is to offer anassociation between a virtual item and a real-world item. For example,the incentive offer search system may determine that an appropriatereward for performing a location-based action is to associate the iPhonewith a sword of a player character of the user 101. Or the actionproposal search system may use such associations to determineappropriate location-based actions.

For example, if the user 101 has a real-world item representing avirtual sword, the action proposal search system may determine that anappropriate location-based action is to swing the real-world item towardanother user present at the location 115. The game networking system 120b may, based on a detecting of the performing of the location-basedaction by the player, reflect the performing of the location-basedaction within a virtual world of a computer-implemented game. Forexample, if the game networking system 120 b detects that user 101performed a swinging of a real-world item representing a virtual swordof a player character of the user 101 toward an additional user at thesame location 115, the game networking system 120 b may weaken a playercharacter of the additional user within a virtual world of acomputer-implemented game.

As another example, if a real-world item representing a virtual item iscapable of giving a player character of user 101 a special ability orpower within a computer-implemented game (e.g., if the real-world itemrepresents a virtual ring that prevents crops of the player characterfrom withering within the computer-implemented game), the actionproposal system may determine that an appropriate location-based actionis for the user 101 to come within a certain physical distance (e.g.,within a few feet) of the virtual item. Additionally, the incentiveoffer search system may determine that an appropriate reward forperforming a location-based action is to provide the player character ofthe user 101 with the special ability or power of the virtual item. Theincentive offer search system may provide the player character of theuser 101 with the special ability or power while the user 101 is withina predetermined physical distance. The incentive offer search system mayprovide the player character of the user 101 with the special ability orpower for a predetermined amount of time after the user 101 has comewithin the predetermined physical distance. In various embodiments, forvirtual items that are unique within a game, the correspondingreal-world item may be assigned a unique identifier (e.g., a code orlogo) to establish a corresponding uniqueness of the real-world item.

As another example, if the real-world items represent virtual items thatare combinable within a virtual world of a computer-implemented game(e.g., a real-world item that represents a weapon and a real-world itemthat represents ammunition for the weapon), the action proposal searchsystem may determine that an appropriate location-based action is tobring the virtual items within a certain physical proximity of oneanother (e.g., within a few feet or inches), perform a “bumping” of theitems or to scan one item with the other (e.g., via infrared scanning).

The incentive offer search system may select incentive rewards based onparticular areas within a location that an operator of the locationwants users to visit. For example, if an operator of a supermarket wantsusers to visit particular areas within the supermarket (e.g., placeswhere special deals are being offered), the operator may request thatthe item association system establishes associations between real-worlditems (e.g., products) at specified areas of the supermarket and virtualitems that bestow special abilities or powers on player characters ofusers who come within a predetermined distance of the real-world items.Thus, users will have an incentive to visit the particular areas withinthe location 115.

Furthermore, the incentive offer search system may select incentiverewards based on users' social networks. For example, if the gamenetworking system 120 b detects that multiple users of acomputer-implemented game at a location have real-world items in theirpossession that represent virtual items that are combinable within avirtual world of a computer-implemented game, the action proposal searchsystem may determine that an appropriate location-based action is forthe users to come within a certain distance of each other at thelocation. Or the incentive offer search system may determine that anincentive reward for the users for coming within a certain distance ofeach other at the location is an in-game asset or other benefit relatingto the combination of the virtual items represented by the real worlditems. For example, if each user has a real-world item corresponding toan ingredient of a virtual potion, the incentive offer search system maydetermine that an appropriate reward for users performing thelocation-based action of bringing the real-world items into closephysical proximity to one another is to provide each of the playercharacters of the users with an instance of the virtual potion. Thus,the incentive offer search system may encourage users to expand theirsocial networks by engaging with other users (e.g., users that arepresent at the same location at the same time) in location-basedactions.

Or the action proposal search system may determine that an appropriatelocation-based action is for the users to introduce themselves to oneanother in the real-world based on detecting that the users are playersof a computer-implemented game. Such a location-based action may beindependent of any real-world items that the users own or possess. Insome embodiments, the action proposal search system may determine thatan appropriate location-based action is for a player to add otherplayers (e.g., other players who are present at the same location as theplayer (e.g., within a predetermined time frame)) as friends withrespect to his in-game or out-of-game social network. In this way, theaction proposal search system may encourage players to increase the sizeof their social networks, which, in turn, may increase the players'level of influence over other people.

The game networking system 120 b may determine an appropriatelocation-based action is for the user to influence other people (e.g.,at the location or an additional location) to perform a location-basedaction (e.g., based on the player's level of influence over otherpeople). The game networking system 120 b may determine a players' levelof influence based on various factors, including the number of in-gameor out-of-game connections of the player (e.g., in-game friends of theplayer with respect to a computer-implemented game executing on the gamenetworking system 120 b or out-of-game connections of the player withrespect to the social networking system 120 c), how successful theplayer has been at influencing people (e.g., his in-game or out-of-gameconnections) to perform location-based actions, how well the player hasperformed within the computer-implemented game (e.g., a number ormagnitude of experience points, levels, high scores, or otherachievements awarded to the player or a player character of the player),a popularity of the player (e.g., a number or activity level of fans ofthe player), a number of publications (e.g., blogs, news articles, etc.)mentioning the player, and so on. Similarly, the game networking system120 b may determine a level of influence of a group of players (e.g.,based on an aggregation of the levels of influence of the members of thegroup or separate data pertaining to the group itself, such as howsuccessful the group has been at influencing other people to performlocation-based actions).

The item association system may detect a purchasing, selling, or tradingof a real-world item that is associated with a virtual item. Forexample, the item association system may detect that a first user and asecond user have completed a location-based action that includes atrading of a first real-world item and a second real-world item. Thedetecting of the trading may be based on input received from the firstuser, the second user, or a third user (e.g., a user present at thelocation that witnesses the trade). The item association module may thenreflect the trading of the real-world items with respect to the virtualitems to which they correspond. For example, the item association modulemay exchange a first virtual item of a player character of the firstuser with a second virtual item of a player character of the seconduser, where the first virtual item corresponds to the first real-worlditem that was included in a real-world trade and the second virtual itemcorresponds to the second real-world item that was included in areal-world trade. Thus, the real-world trade may be reflected by atrading of virtual items by player characters within thecomputer-implemented game. Similarly, the item association module maydetect real-world buying and selling of real-items by users and reflectthe real-world buying and selling of the real-world items by, forexample, exchanging virtual items between player characters of acomputer-implemented game.

The item association system may charge a transaction fee (e.g., to agame account of a user) to enable the exchanging of real-world items toaffect a virtual world of a computer-implemented game. For example, ifthe item association system detects that a first user has sold areal-world item to a second user, the item association system may chargea transaction fee to the second user to reflect the transaction withinthe game (e.g., to enable a player character of the second user toreceive a virtual item corresponding to the real-world item).

Presenting Incentive Reward Offers to Users

A variety of methods can be used to determine and present incentivereward offers to a user. In one embodiment, user 101 can access, via theuser 101's client system 130, an online game hosted by game networkingsystem 120 b. The user 101's browser client can load and render thecontent of the webpage. Game networking system 120 b may also access theuser 101's game account information and/or the location account of oneor more locations. This account information may be accessed in a varietyof ways. For example, game networking system 120 b could access datastored in a cookie on client system 130 that is appended to messagestransmitted from client system 130 to game networking system 120 b. Thisallows game networking system 120 b to identify user 101 and access theappropriate game account information. To access location accountinformation, game networking system 120 b may directly query locationnetworking system 120 a. Alternatively, the online game webpage mayinclude code (e.g., HTML, etc.) instructing the client system 130 tocall location networking system 120 a to retrieve HTML code and/orscript. For example, the online game webpage provided by game networkingsystem 120 b may be implemented in an iframe with a “src” tagidentifying the URL of location networking system 120 a. When clientsystem 130 consumes the HTML or other code of the page, client system130 transmits a request to location networking system 120 a. In oneembodiment, the request includes a browser cookie or other state objectappended thereto that allows location networking system 120 a to resolvethe identity of user 101 (and possibly all or a subset of game stateinformation associated with that user 101). If a script is used (e.g.,JavaScript), the script when downloaded and executed might be operativeto scan various attributes of webpages hosted by location networkingsystem 120 a to identify the one or more location attributes andtransmit this location attribute data to game networking system 120 b.For example, the webpage hosted by location networking system 120 a mayinclude semantic tags that identify elements of the page that correspondto the types and prices of items available for sale at location 115.Game networking system 120 b may use this information to consider whattype of incentive reward to offer user 101. As mentioned above, inresponse to the call from client system 130, game networking system 120b may access data stored in the cookie corresponding to the gamenetworking system 120 b, thereby allowing the game networking system 120b to identify user 101. If game networking system 120 b is able tosuccessfully identify user 101 as a player in one or more online gameshosted by game networking system 120 b, it can then trigger theincentive offer search system and the action proposal search system.

In some embodiments, even if user 101 is not a user 101 of gamenetworking system 120 b, the method may include offering an alternativetype of incentive reward to user 101, such as an in-game benefit orasset that is not normally provided to new players. This might be done,for example, to encourage user 101 to establish a user account on gamenetworking system 120 b. For example, if user 101 is not a user of anygame hosted by game networking system 120 b, user 101 might be presentedwith an incentive reward offer of $100,000 in virtual poker chips if heperforms a certain location-based action at location 115 and joins ZyngaPoker, where a typical new poker player only receives $20,000 in virtualpoker chips in that game.

The incentive offer search system and action proposal search system candetermine an appropriate incentive reward and location-based action topresent to user 101. An appropriate incentive reward and location-basedaction can be determined in a variety of ways. Once an appropriateincentive reward and location-based action have been determined, gamenetworking system 120 b can respond to the call from client system 130with content that includes details of the incentive reward and thelocation-based action to be displayed on the browser client of clientsystem 130. The incentive reward offer may be rendered, for example, ina discrete section of the online game interface viewed by user 101. Theoffer can include a variety of information about the incentive rewardand location-based action, including a description of the in-gamereward, an image, a description of the location 115 and the action to beperformed, and other details, as instructed by the script and othercontent transmitted in the response received from game networking system120 b.

In one embodiment, game networking system 120 b may generate a uniqueoffer identifier that is associated with the offer transmitted to clientsystem 130. The offer identifier can be included in the HTML code thatbecomes part of a Document Object Model (DOM) of the webpage asmaintained by the browser client or other client application. If user101 performed the location-based action, game networking system 120 band/or location networking system 120 a may record the unique offeridentifier in association with the offer. After user 101 performs thelocation-based action, location networking system 120 a may transmitdata to game networking system 120 b indicating that the location-basedaction has been performed. This can be done in a variety of ways. Oncegame networking system 120 b has confirmed that user 101 has completedthe location-based action, game networking system 120 b can then providethe incentive reward to user 101 or his player character. For example,game networking system 120 b may update user 101's account to add thein-game reward to his in-game asset list, which will be presented oravailable to the user 101 the next time he accesses the game. Theentities associated with the game networking system 120 b and locationnetworking system 120 a, to the extent they are separate, can contractto achieve a variety of revenue exchange or sharing paradigms that ariseout of the incentive offers described herein. For example, the entityassociated with game networking system 120 b may receive a payment foreach performed location-based action. In another embodiment, the entityassociated with game networking system 120 b may receive a payment whenuser 101 redeems the award.

Other methods are possible for determining and presenting an incentivereward offer and location-based action to a user 101. For example, avariety of method steps and data flows are possible. The methods anddata flows described above, as well as alternatives, are described inmore detail below.

FIG. 2E shows a flowchart illustrating an example method 200E forproposing a location-based action to a user, such as user 101. Invarious embodiments, game networking system 120 b receives a messageidentifying a user 101 at step 250. Game networking system 120 b thenaccesses a game account of the user 101 to identify one or morecomputer-implemented games associated with the user 101 at step 252.Game networking system 120 b then generates a location-based action forthe user 101 at step 254. Game networking system 120 b then transmits amessage to the user 101 comprising a description of the location-basedaction, a description of an incentive reward, and an offer of theincentive reward for the user 101's performance of the location-basedaction at step 256.

FIG. 2F shows a flowchart illustrating an example method 200F fortransferring an incentive reward to a user 101 for performing alocation-based action. In various embodiments, a game networking system120 b receives a message identifying a user 101 and corresponding to alocation-based action at step 260. The game networking system 120 b thenaccesses a game account of the user 101 to identify one or morecomputer-implemented games associated with the user 101 at step 262. Thegame networking system 120 b then generates an incentive reward for theuser 101 at step 264. The game networking system 120 b then credits thegame account of the user 101 with the incentive reward at step 266.

FIG. 2G shows a flowchart illustrating an example method 200G ofproviding a virtual item to a user such as user 101 for performing alocation-based action. At operation 270, a game networking system 120 breceives an indication of a performance of a location-based action bythe user 101. At operation 272, the game networking system 120 bprovides a virtual item to the user 101 (e.g., via a game account of theuser 101). The virtual item may be a virtual item that is unique to alocation 115 of the location-based action. For example, the virtual itemmay be an in-game cheese item that is available only to users whoperform a location-based action in Wisconsin. Or the virtual item may beone of a set of virtual items that the user 101 may collect to obtain anadditional incentive reward. That is, the virtual item may be acollectible virtual item. Or the virtual item may be a discoveredmystery gift, a limited-edition virtual item, a composite virtual item,or a consumable virtual item, as described above with respect to FIG.2B. Or the virtual item may be any combination of these types of virtualitems (e.g., an item that is unique to a location and an item that iscollectible as part of a set of virtual items). The game networkingsystem 120 b may determine which of these types of virtual items tooffer the user 101 (e.g., based on a generation of an incentive rewardby the incentive offer search system discussed above). Sets ofcollectible virtual items may be organized into of a hierarchy or a megacollection of sets of collectible virtual items. In various embodiments,users or groups may be enabled to collect particular sets of collectiblevirtual items (e.g., those that are higher in the hierarchy) based onhaving completed collections of additional particular sets ofcollectible virtual items. As an example, an in-game feature may beoffered as an incentive reward to all users at a location (e.g., ageographic area, such as Brooklyn, N.Y.) based on all of the users atthe location performing the necessary location-based actions to collectall of the virtual items in a set of collectible virtual items.

FIG. 2H shows a flowchart illustrating an example method 200H ofproviding an in-game asset to the user 101 based on association betweena location-based action and an in-game action. At operation 274, thegame networking system 120 b receives an indication of a performance ofa location-based action by user 101. At operation 276, the gamenetworking system 120 b associates the location-based action with anin-game action. For example, if the location-based action is a scanningof a UPC of a product at a grocery store, the corresponding in-gameaction may be a shoplifting of a corresponding virtual item from anin-game store.

At operation 278, the game networking system 120 b provides an in-gameasset to the user 101, the in-game asset representing a result of aperformance of the in-game action. For example, the result of an in-gameshoplifting of a virtual item (e.g., the in-game action determined bythe game networking system 120 b to correspond to an out-of-gamescanning of a real-world item) may be an obtaining of an in-game assetcorresponding to the type of the real-world item that was scanned. Thus,if the user 101 scans a UPC of a six-pack of beer, the game networkingsystem 120 b may provide the user 101 with an in-game asset related tobeer.

FIG. 2I shows a flowchart illustrating an example method 200I ofproviding an in-game asset to a user 101 based on a detection that theuser 101 performed a location-based action at a first location and alocation-based action at a second location. At operation 280, the gamenetworking system 120 b receives an indication of a performance of afirst location-based action by a user 101 and an indication of a secondlocation-based action by the user 101.

At operation 282, the game networking system 120 b provides an in-gameasset to the user 101 based on a location of the first location-basedaction being different than a location of the second location-basedaction. The providing of the in-game asset may be based on the user 101performing the first location-based action and the second location-basedaction within a particular time period. For example, the game networkingsystem 120 b may provide an in-game asset to the user 101 based on theuser 101 registering presence at a location on the East coast and alocation on the West coast on the same day. The providing of the in-gameasset may be related to travelling by the user 101 between the locationof the first-location based action and the location of the secondlocation-based action. For example, the game networking system 120 b mayprovide an in-game asset to the user 101 based on distance between thelocation of the first location-based action or the second location-basedaction. The in-game asset may be selected or generated based ontravelling between locations. For example, based on a detecting that theuser 101 flew on an airplane between two locations, the game networkingsystem 120 b may provide the user 101 with an in-game asset related toair travel (e.g., jet fuel).

The first location-based action and the second location-based action (aswell as additional location-based actions) may be derived or receivedfrom an entity interested in incentivizing travel through a location.For example, a government interested in promoting tourism through a cityor town may interface with the game networking system 120 b to establishincentives for people to travel to various tourist locations (perhaps ina sequential order). As another example, a theme park may interface withthe game networking system 120 b to establish incentives for people tovisit key parts of the theme park.

FIG. 2J shows a flowchart illustrating an example method 200J ofproviding an in-game asset based on a level of positivity or negativityassociated with a location-based action. At operation 284, the gamenetworking system 120 b receives an indication of a performance of alocation-based action by a user 101. At operation 286, the gamenetworking system 120 b identifies a level of positivity or negativityassociated with the location-based action. The game networking system120 b may determine the level of positivity or negativity associatedwith the location-based action based on input from users who haveperformed the location-based action. Or the game networking system 120 bmay determine the level of positivity or negativity associated with thelocation-based action based on predetermined values (e.g., provided byan administrator of the game networking system 120 b). For example, thegame networking system 120 b may determine that the location-basedactivity of sitting in a waiting room (e.g., at the doctor's office or adentist's office) is viewed negatively by users.

At operation 288, the game networking system 120 b provides an in-gameasset to the user 101 based on the level of positivity or negativityassociated with the location-based action. For example, the gamenetworking system 120 b may provide a first in-game asset to a user 101that performs a location-based action that is viewed negatively by otherusers and a second in-game asset to an additional user that performs alocation-based action that is viewed positively by other users, wherethe first in-game asset is more valuable than the second in-game asset.In this way, the game networking system 120 b may entertain users byproviding them with relatively valuable in-game assets when they performlocation-based actions that are viewed negatively relative to otherlocation-based actions.

FIG. 2K shows a flowchart illustrating an example method 200K ofchanging a property of a virtual item based on a performance of alocation-based action by a user such as user 101. At operation 290, thegame networking system 120 b receives an indication of a performance ofa location-based action by the user 101. At operation 292, the gamenetworking system 120 b changes an attribute of a virtual item of theuser 101 based on the game networking system 120 b receiving theindication of the performance of the location-based action of the user101. The changing of the virtual item may reflect a number ofperformances by the user 101 of a location-based action. For example,the game networking system 120 b may change a visual characteristic(e.g., a color) of a virtual item of the user 101 based on the number oftimes user 101 performs a location-based action (e.g., purchases areal-world item at a location). The changing of an attribute of thevirtual item may include adding or changing a branding message (e.g., alogo) associated with the virtual item. As another example, the gamenetworking system 120 b may change an attribute (e.g., a style or color)of an in-game virtual coffee cup of the user 101 based on the user 101purchasing a particular number of cups of coffee at Starbucks. Asanother example, the game networking system 120 b may change a level ofpower of the virtual item with respect to the computer-implemented game.For example, if the user 101 has a weapon in a fighting game, a level ofpower of the weapon may increase based on the number of times the user101 performs the location-based action.

FIG. 2L shows a flowchart illustrating an example method 200L ofenabling a user such as user 101 to access a feature of acomputer-implemented game based on an indication of a performance of alocation-based action by the user 101. At operation 294, the gamenetworking system 120 b receives an indication of a performance of alocation-based action by the user 101. At operation 296, the gamenetworking system 120 b enables the user 101 to access a feature of acomputer-implemented game. For example, the computer-implemented gamemay enable a dead drop for virtual items. The dead drop may enable user101 to drop off a virtual item with respect to a location. The dead dropmay also enable an additional user to pick up the virtual item withrespect to the location (based, for example, on the additional userperforming a location-based action at the location). As another example,the computer-implemented game may enable a trading post for virtualitems. The trading post may enable user 101 to trade virtual items withother users (e.g., based on the other users performing a location-basedaction at the same location as the location-based action performed bythe user 101). In some embodiments, when user 101 registers presence ata location (e.g., location 115), the game networking system 120 b mayenable the user 101 to trade virtual items with other users who haveregistered presence at the location (e.g., within a specific time frame,such as an hour, day, or week). As another example, thecomputer-implemented game may enable the user to request assistance fromadditional people (e.g., players of a game or people present at thelocation) in completing a location-based action. For example, tocomplete a quest to obtain an in-game virtual item, the user may need toperform a location-based action involving one or more in-game assets(e.g., virtual items or energy) that a player character of the user doesnot currently possess. The computer-implemented game may enable the userto request that users present at the location provide one or morein-game assets that the user needs. The computer gaming system 120 b maythen provide the user with the incentive reward for completing thequest. The computer gaming system 120 b may also provide the people whohelped the user complete the quest with an incentive reward related tothe completion of the quest by the user. For example, the computergaming system 120 b may provide the user with an incentive reward of aSword of Doom based on the user acquiring 100 energy points from peoplepresent at the location. Based on the people present at the locationproviding the necessary energy points, the user may be provided with theSword of Doom, and the player characters of the people who assisted theuser in completing his quest may each receive 10 additional hit points.

FIG. 2M shows a flowchart illustrating an example method 200M ofassociating a real-world item with a computer-implemented game. Atoperation 2002, the game networking system 120 b detects a receipt of avirtual item by a player character of a user, such as user 101, of acomputer-implemented game. For example, the game networking system 120 bmay detect that a player has received a virtual item as an incentivereward for performing a location-based action. At operation 2004, thegame networking system 120 b indicate (e.g., to an additional system)that the user 101 is to be provided with a real-world item correspondingto the virtual item. For example, if the user 101 receives a virtualring, the computer-implemented game 120 b may send a message to areal-world item provisioning (or shipping) system that the user 101 isto be provided with a plastic ring corresponding to the virtual ring.The real-world item provisioning system may then handle the providing ofthe a real-world ring corresponding to a virtual ring within acomputer-implemented game.

FIG. 2N shows a flowchart illustrating an example method 200N ofassociating a real-world item with a computer-implemented game. Atoperation 2010, the game networking system 120 b associates a real-worlditem with a virtual item of a virtual world of a computer-implementedgame. For example, the game networking system 120 b may associate auser's, such as user 101, iPhone with a weapon being wielded by a playercharacter of the user 101 within the virtual world of thecomputer-implemented game. At operation 2012, the game networking system120 b reflects a performance of a location-based action involving thereal-world item in the virtual world of the computer-implemented game.For example, the game networking system 120 b may detect a swinging ofthe user 101's iPhone toward an additional user of thecomputer-implemented game. The game networking system 120 b may thenreflect the performance of this location-based action in the virtualworld of the computer-implemented game by weakening the player characterof the additional user to show that the player character of theadditional user was struck by the weapon. Or the game networking system120 b may detect that the user has performed an action with thereal-world item that includes recharging the item (e.g., connecting arechargeable battery of the item to a power source). In response, thegame networking system 120 b may recharge the virtual item (e.g., energypoints), enable additional properties or capabilities of the virtualitem, and so on.

FIG. 2O shows a flowchart illustrating an example method 200O ofassociating location-based actions with votes on a matter. At operation2020, the game networking system 120 b associates a performance of alocation-based action by a player (e.g., user 101) of acomputer-implemented game with a vote on a matter. For example, the gamenetworking system 120 b associates a purchasing of a Starbuck's coffeeat a Starbucks by a player with a vote on a matter pertaining to whichcoffee establishment players of the computer-implemented game prefer. Atoperation 2022, the game networking system 120 b detects the performanceof the location-based action by the player. For example, the gamenetworking system 120 b detects that the player has purchased coffee atStarbucks. At operation 2024, the game networking system 120 bincrements a count of votes corresponding to the vote on the matterbased on the detecting of the performance of the location-based actionby the player. For example, the game networking system 120 b incrementsa count of votes in favor of Starbucks as the coffee establishmentpreferred by the players of the computer-implemented game based on adetecting that the player purchased coffee at Starbucks. Or the gamenetworking system 120 b increments a count of votes in favor of Peet'sCoffee as the coffee establishment preferred by the players of thecomputer-implemented game based on a detecting that the player purchasedcoffee at Peet's Coffee.

FIG. 2P shows a flowchart illustrating an example method 200P ofdesignating a plurality of players of a computer-implemented game as aplurality of owners of a location (e.g., location 115) with respect tothe game. At operation 2030, the game networking system 120 b determinesthat a count of a plurality of players of a computer-implemented gamethat have performed a location-based action has transgressed athreshold. For example, the game networking system 120 b determines that25 members of a group of players have registered presence at a location.At operation 2032, the game networking system 120 b designates theplurality of players as a plurality of owners of the location withrespect to the computer-implemented game. For example, the gamenetworking system 120 b designates the 25 members of the group as bossesof the location. Or the game networking system 120 b designates one ofthe 25 members of the group as a boss of the location (see, for example,the Turf Wars game described below).

FIG. 2Q shows a flowchart illustrating an example method 200Q ofproviding incentive rewards to a player based on the player's ability toinfluence his friends to perform a location-based action. At operation2040, the game networking system 120 b notifies a player of acomputer-implemented game of an incentive reward that is to be offeredto the player based on the player influencing a number of friends of theplayer to perform a location-based action. At operation 2042, the gamenetworking system 120 b detects that the player has influenced thenumber of friends to perform the location-based action. At operation2044, the game networking system 120 b system offers the incentivereward to the player based on the detecting that the player hasinfluenced the number of friends of the player to perform thelocation-based action.

FIG. 2R shows a flowchart illustrating an example method 200R ofproviding an incentive reward to a first group of players based on thefirst group of players having a level of influence over a location(e.g., location 115) that is greater than level of influence of a secondgroup of players over the location. At operation 2050, the gamenetworking system 120 b notifies a first group of a plurality of playersof a computer-implemented game that each member of the first group is toreceive an incentive reward based on a level of influence of the firstgroup over a location being greater than a level of influence of asecond group of the plurality of players over the location. At operation2052, the game networking system 120 b determines that the level of theinfluence of the first group over the location is greater than the levelof the influence of the second group over the location. For example, thegame networking system 120 b determines that the first group has spentmore money at the location than the second group. Or the game networkingsystem 120 b determines that more people of the first group haveregistered presence at the location than people of the second group. Atoperation 2054, the game networking system 120 b provides the incentivereward to the first group based on the determining that the level ofinfluence of the first group over the location is greater than the levelof influence of the second group over the location.

FIG. 2S shows a flowchart illustrating an example method of providing anincentive reward based on a number of members of a group of players of acomputer-implemented game (or users of a game networking system)performing a location-based action. At operation 2060, the gamenetworking system 120 b notifies a group of players of acomputer-implemented game (or users of a game networking system) that anincentive reward is to be provided based on a number of members of thegroup performing a location-based action transgressing a threshold. Forexample, the game networking system 120 b notifies a group of playersthat each member of the group will receive 10% off their next purchaseat Starbucks if at least 10 people register presence at Starbucks withinan hour. At operation 2062, the game networking system 120 b providesthe incentive reward based on the number of members of the groupperforming the location-based action transgressing the threshold. Forexample, the game networking system 120 b provides each member of thegroup with a coupon that enables the each member to receive 10% off oftheir next purchase at Starbucks based on 10 people of the group havingchecked in at Starbucks within an hour.

FIG. 2T shows a flowchart illustrating an example method of changing aproperty of a real-world item to reflect a changing of a property of avirtual item corresponding to the real-world item. At operation 2070,the game networking system 120 b detects a changing of a property of avirtual item. For example, the game networking system 120 b detects thata virtual item has changed color, gotten heavier or lighter, or made asound. The changing of the property of the virtual item may be a resultof an in-game action of a player (e.g., the owner of the virtual item)with respect to the virtual item. For example, a virtual sword may makea sound upon being used in virtual combat. At operation 2072, the gamenetworking system 120 b communicates a message to a device integratedinto the real-world item to change a property of a real-world itemcorresponding to the virtual item. For example, the real-world item mayinclude an integrated device (e.g., a MEMs device) capable of producingsounds, displaying images, producing vibrations, making the real-worlditem feel heavier or lighter, and so on. For example, the real-worlditem may be a plastic sword having integrated MEMs device capable ofmaking sounds, changing color (e.g., shows streaks of blood), displayingvisual patterns, or vibrating. Thus, the game networking system 120 bmay communicate with one or more devices integrated into the real-worlditem to configure the real-world item to reflect changes to a virtualitem as they occur within a computer-implemented game.

FIG. 2U shows a flowchart illustrating an example method of offering atargeted advertising opportunity for sale. At operation 2080, the gamenetworking system 120 b identifies a targeted advertising opportunitybased on a tracking of information pertaining to in-game actions,location-based actions, or other data (e.g., preference, profile, orsocial networking system data) associated with a player. For example,the game networking system 120 b determines that a player of acomputer-implemented game has repeatedly performed a location-basedaction involving a real-world item (e.g., the player has repeatedlyscanned a product code of a real-world item to perform a shoplifting ofa corresponding virtual item within the computer-implemented game).Based on the real-world item that the player selects for inclusion inthe action, the game networking system 120 b may identify an opportunityfor sellers of the real-world item to target the player with advertisingrelated to the item. At operation 2082, the game networking system 120 boffers the targeted opportunity for sale to one or more operators or oneor more locations. For example, if the player registers presence at agrocery store that sells the real-world item, the game networking system120 b may offer the operator of the grocery store an option to purchasea targeted advertisement to the player regarding the real-world item(e.g., a coupon for 10% off of the item if the player purchases the itemat the grocery store). Or the game networking system 120 b may offer thetargeted advertising opportunity for sale to multiple operators (e.g.,in an auction-style sale) of multiple locations (e.g., based on ahistory of locations that the user has visited), and provide thetargeted advertising opportunity to the highest bidder. In variousembodiments, the game networking system 120 b may enable an operator ofa location to access the tracked information pertaining to in-gameactions, location-based action, or other data pertaining to a playerbased on a business agreement (e.g., a winning bid in an auction-stylesale of the information or portion of the information). The gamenetworking system 120 b may also enable the operator to send in-gamereminders, notification, promotions, or advertisements to the playerthat are customized for the player based on the information that theoperator receives from the game networking system 120 b regarding theplayer.

One of ordinary skill in the art would appreciate that the steps andoperations described above can be performed in any reasonable order, andthat various steps can be reordered, added, and removed. Additionally,any of the steps and operations described above may be combined invarious ways.

For example, the examples described herein may be adapted to anycombination of individual people or groups of people (e.g., individualplayers associated with a game, groups of players associated with agame, individual people not associated with a game, or groups of peoplenot associated with a game). For example, the example method 200R isdescribed with respect to groups of players having a level of influenceover a location; however, the example method 200 may also be adapted toindividual players. For example, the example method 200R may be adaptedto provide an incentive reward to a first player based on the firstplayer having a level of influence over a location that is greater thana level of influence of a second player over the location. Similarly,example methods that are described with respect to individual playersmay be adapted to groups of players. As another example, the examplesdescribed herein may be adapted to any type or combination of types ofincentive rewards. Thus, an example that describes providing an in-gameasset may be adapted to enable an in-game feature or provide anothertype of incentive reward.

Verification of Location-Based Actions

In various embodiments, location 115 can have one or more verificationsystems 118 that can verify when a user 101 has performed one or morelocation-based actions. Verification system 118 can verify performanceof a location-based action using a variety of methods. Verificationsystem 118 can generate, store, and transmit action verification data,which is data comprising information on one or more users and one ormore location-based actions associated with the users. Actionverification data can be transmitted to location networking system 120a, game networking system 120 b, or client system 130, either directlyor via network 160. In some embodiments, the action verification datacan be generated by another system, such as client system 130, gamenetworking system 120 b, or location networking system 120 a. Thisdisclosure assumes that the action verification data is generated byverification system 118 and transmitted to location networking system120 a; however, this is not intended to be limiting. Action verificationdata can include a variety of information regarding a location-basedaction, including information indicating: the user 101; thelocation-based action; if the action was performed by the user 101; whenthe location-based action was performed; where the location-based actionwas performed; how the location-based action was performed; and otherinformation related to the location-based action. The methods describedbelow are not intended to be limiting, and one of ordinary skill in theart would recognize that other methods can be used to verify performanceof a location-based action.

In some embodiments, if the location-based action is purchasing an itemat location 115, verification system 118 can verify the purchase using avariety of methods. When user 101 purchases an item at location 115,location networking system 120 a may collect purchase information fromthe user 101, including the user 101's name, credit card number, billingaddress, shipping address, email address, etc. For example, if user 101visits a store and purchases an item with a credit card, locationnetworking system 120 a could use the information contained on thecredit card to identify the user 101.

In some embodiments, if the location-based action is verifying thepresence of user 101 at location 115, verification system 118 can verifythe user 101's presence at the location 115 using a variety of methods.For example, verification system 118 can verify user 101's presencebased on some form of identification presented at location 115; based onthe user 101's proximity to location 115; when the user 101 provides anindication of the user 101's presence at location 115; and by usingother location-verification methods.

In some embodiments, verification system 118 may verify that the user101 was present at the location 115 during the time at which aparticular event was scheduled to occur. For example, to verify that theuser 101 was present at a Grateful Dead concert, the verification system118 may verify that the user 101 was present at the venue of theGrateful Dead concert during the date and time the Grateful Dead concertoccurred (or was scheduled to occur).

Data Flow

FIG. 3 depicts a schematic of system 300 and data flow between thecomponents of system 300. System 300 can include client system 330,location networking system 320 a, and game networking system 320 b.Client system 330, location networking system 320 a, and game networkingsystem 320 b can each have a corresponding data store such as localstorage medium 325, location data storage medium 345, and game datastorage medium 365, respectively. Client system 330 can communicate withlocation networking system 320 a to receive messages, locationinformation, etc. Additionally, client system 330 can transmit data toand receive data 323 (e.g., game inputs, incentive offer information,data transfers) from game networking system 320 b. In a similar fashion,game networking system 320 b and location networking system 320 a cancommunicate HTTP packets 343 including data requests, transactioninformation, updates, etc. At some other time, or at the same time, gamenetworking system 320 b can communicate data 347 (e.g., game stateinformation, game system account information, page info, messages, andso on) with location networking system 320 a. Additionally, clientsystem 330 can transmit data (e.g., offers, messages, web pages, and soon) 327 to and receive data 327 from game networking system 320 b.

Communication between client system 330, location networking system 320a, and game networking system 320 b can occur over any appropriateelectronic communication medium or network using any suitablecommunications protocols. For example, client system 330, as well asvarious servers of the systems described herein, may include TransportControl Protocol/Internet Protocol (TCP/IP) networking stacks to providefor datagram and transport functions. Of course, any other suitablenetwork and transport layer protocols can be utilized.

In addition, hosts or end-systems described herein may use a variety ofhigher-layer communications protocols, including client-server (orrequest-response) protocols, such as the HyperText Transfer Protocol(HTTP) and other communications protocols, such as HTTP-S, FTP, SNMP,TELNET. In addition, a server in one interaction context may be a clientin another interaction context. Still further, in particularembodiments, the information transmitted between hosts may be formattedas HyperText Markup Language (HTML) documents. Other structured documentlanguages or formats can be used, such as XML and the like. Executablecode objects, such as JavaScript and ActionScript, can also be embeddedin the structured documents.

In some client-server protocols, such as the use of HTML over HTTP, aserver generally transmits a response to a request from a client. Theresponse may comprise one or more data objects. For example, theresponse may comprise a first data object, followed by subsequentlytransmitted data objects. In one embodiment, for example, a clientrequest may cause a server to respond with a first data object, such asan HTML page, which itself refers to other data objects. A clientapplication, such as a browser, will request these additional dataobjects as it parses or otherwise processes the first data object.

The example data flows in this section are presented with respect todata flow between location networking system 320 a and game networkingsystem 320 b. One skilled in the art would appreciate that these arepresented merely as an example of a data flow between two types ofonline systems. However, the present disclosure is intended to encompassdata flows between a game networking system and a variety of otheronline systems, such as online merchant systems, online media systems,online reviewing systems, online search engines, and online advertisingsystems. The example data flows described herein function analogouslywith these online systems as with location networking systems.

In various embodiments, location networking system 320 a or gamenetworking system 320 b can receive messages identifying a user 101(shown in FIG. 1). For example, game networking system 320 b can receivea digital message through a network, wherein the message containsinformation about the identity of the user 101. This message can be sentusing any suitable communications protocol.

In one embodiment, messages with identifying information received bylocation networking system 320 a or game networking system 320 b willhave been sent from the user 101. For example, the user 101 couldactively use a digital communication device (e.g., a computer or a smartphone) to send a message to game networking system 320 b. In anotherexample, the user 101 could passively use a digital communication device(e.g., a computer or smart phone) to send a message to game networkingsystem 320 b by instructing the digital communication device to send amessage to game networking system 320 b if the device comes within aspecified proximity of location 115 (FIG. 1). The user 101's proximitycan be determined by a variety of methods (e.g., through the use of aGlobal Positioning System (GPS)).

In another embodiment, messages with identifying information received bygame networking system 320 b will have been sent from location 115 orlocation networking system 320 a. For example, location 115 could use acomputing system to send a message to game networking system 320 b.

In various embodiments, user 101 can receive messages identifying both alocation-based action and an offer for an incentive reward. For example,user 101 could receive from game networking system 320 b a messagedescribing a location-based action and an incentive reward throughclient system 330. In another example, user 101 could receive a similarmessage from location networking system 320 a. In another example, user101 could receive a message directly from location 115 (e.g., throughthe use of a physical receipt or through the use of a computer at thelocation 115).

In various embodiments, location networking system 320 a or gamenetworking system 320 b can receive a message verifying that user 101performed a proposed location-based action. For example, game networkingsystem 320 b can receive the message in a digital form transmitted overa network. In some embodiments, the message verifying that user 101performed a location-based action could have been transmitted bylocation 115 or location networking system 320 a to game networkingsystem 320 b through the use of verification system 118.

In various embodiments, location networking system 320 a or gamenetworking system 320 b can verify the presence of user 101 relative tolocation 115. For example, the user 101 could directly inform gamenetworking system 320 b that he is present at location 115 (e.g., bycontacting the game networking system 320 b directly through the use ofa digital communications device owned by the user 101). In anotherexample, the user 101 could indirectly inform game networking system 320b that he is present at location 115 (e.g., by permitting the gamenetworking system 320 b to track his location through the use of GlobalPositioning Service (GPS) positioning based on a communications deviceowned by the user 101).

In one embodiment, game networking system 320 b can verify the presenceof user 101 at location 115 through the use of a Global PositioningService (GPS) device. For example, the user 101 could own a mobileclient system 330 (e.g., a cell phone, pager, laptop, or tablet) that isin communication with a GPS system and game networking system 320 bthrough a network. Game networking system 320 b could then track thephysical presence of the user 101 relative to one or more locations 115.In another example, the mobile client system 330 could be incommunication with a GPS system and location networking system 320 athrough a network. Location networking system 320 a could then track thephysical presence of the user 101 relative to one or more locations 115.Location networking system 320 a could then inform game networkingsystem 320 b of the physical presence of the user 101 relative to thelocation 115.

In another embodiment, game networking system 320 b can verify thepresence of user 101 at location 115 through the use of a third-partyapplication, such as a social networking site (e.g., Facebook, Twitter),a location tracking site (e.g., Foursquare, Google Latitude), a locationreservation site (e.g., OpenTable, Expedia), etc. For example, theapplication could notify game networking system 320 b of the physicalposition of the user 101 relative to location 115 based on data receivedfrom the site. In another example, the application could notify locationnetworking system 320 a of the physical position of the user 101relative to the location 115 based on data received from the site.Location networking system 320 a could inform game networking system 320b of the physical position of the user 101 relative to the location 115.

In yet another embodiment, game networking system 320 b can verify thepresence of user 101 at location 115 through the use of codes (e.g.,numerical codes, QR Codes, bar codes). For example, game networkingsystem 320 b could provide the user 101 with a code that the user 101can take to location 115 and that the user 101 can input into acomputing system (e.g., a cash register, computer), which can betransmitted to location networking system 320 a and/or game networkingsystem 320 b to indicate the location 115 of the user 101. In anotherexample, the location operator can provide the user 101 with a code thatthe user 101 can input into his client system 330, which will transferan indication of the user 101's location 115 to location networkingsystem 320 a and/or game networking system 320 b.

Systems and Methods

In various example embodiments, one or more described webpages may beassociated with a networking system or networking service. However,alternate embodiments may have application to the retrieval andrendering of structured documents hosted by any type ofnetwork-addressable resource or web site. Additionally, as used herein,a “user” may be an individual, a group, or an entity (such as a businessor third party application).

Particular embodiments may operate in a wide area network environment,such as the Internet, including multiple network addressable systems.FIG. 4 illustrates an example network environment in which variousexample embodiments may operate. Network cloud 460 generally representsone or more interconnected networks, over which the systems and hostsdescribed herein can communicate. Network cloud 460 may includepacket-based wide area networks (such as the Internet), privatenetworks, wireless networks, satellite networks, cellular networks,paging networks, and the like. As FIG. 4 illustrates, particularembodiments may operate in a network environment comprising one or morenetworking systems, such as location networking system 420 a, gamenetworking system 420 b, social networking system 120 c, and one or moreclient devices 430. The components of location networking system 420 a,game networking system 420 b, and social networking system 120 c mayoperate analogously; as such, hereinafter they may be referred to simplyas networking system 420. Client devices 430 are operably connected tothe network environment via a network service provider, a wirelesscarrier, or any other suitable means.

Networking system 420 is a network-addressable system that, in variousexample embodiments, comprises one or more physical server(s) 422 anddata store(s) 424. The one or more physical server(s) 422 are operablyconnected to network cloud 460 via, by way of example, a set of routersand/or networking switches 426. In an example embodiment, thefunctionality hosted by the one or more physical server(s) 422 mayinclude web or HTTP servers, FTP servers, as well as, withoutlimitation, webpages and applications implemented using Common GatewayInterface (CGI) script, PHP Hyper-text Preprocessor (PHP), Active ServerPages (ASP), Hyper Text Markup Language (HTML), Extensible MarkupLanguage (XML), Java, JavaScript, Asynchronous JavaScript and XML(AJAX), Flash, ActionScript, and the like.

Physical server(s) 422 may host functionality directed to the operationsof networking system 420. Hereinafter server(s) 422 may be referred toas server 422, although server 422 may include numerous servers hosting,for example, networking system 420, as well as other contentdistribution servers, data stores, and databases. Data store(s) 424 maystore content and data relating to, and enabling, operation ofnetworking system 420 as digital data objects. A data object, inparticular embodiments, is an item of digital information typicallystored or embodied in a data file, database, or record. Content objectsmay take many forms, including: text (e.g., ASCII, SGML, HTML), images(e.g., jpeg, tif and gif), graphics (vector-based or bitmap), audio,video (e.g., mpeg), or other multimedia, and combinations thereof.Content object data may also include executable code objects (e.g.,games executable within a browser window or frame), podcasts, etc.Logically, data store(s) 424 corresponds to one or more of a variety ofseparate and integrated databases, such as relational databases andobject-oriented databases, that maintain information as an integratedcollection of logically related records or files stored on one or morephysical systems. Structurally, data store(s) 424 may generally includeone or more of a large class of data storage and management systems. Inparticular embodiments, data store(s) 424 may be implemented by anysuitable physical system(s) including components such as one or moredatabase servers, mass storage media, media library systems, storagearea networks, data storage clouds, and the like. In one exampleembodiment, data store(s) 424 includes one or more servers, databases(e.g., MySQL), and/or data warehouses. Data store(s) 424 may includedata associated with different networking system 420 users and/or clientdevices 430.

Client device 430 is generally a computer or computing device includingfunctionality for communicating (e.g., remotely) over a computernetwork. Client device 430 may be a desktop computer, laptop computer,personal digital assistant (PDA), in- or out-of-car navigation system,smart phone or other cellular or mobile phone, or mobile gaming device,among other suitable computing devices. Client device 430 may executeone or more client applications, such as a web browser (e.g., MicrosoftInternet Explorer, Mozilla Firefox, Apple Safari, Google Chrome, andOpera), to access and view content over a computer network. Inparticular embodiments, the client applications allow a user of clientdevice 430 to enter addresses of specific network resources to beretrieved, such as resources hosted by networking system 420. Theseaddresses can be Uniform Resource Locators (URLs) and the like. Inaddition, once a page or other resource has been retrieved, the clientapplications may provide access to other pages or records when the user“clicks” on hyperlinks to other resources. By way of example, suchhyperlinks may be located within the webpages and provide an automatedway for the user to enter the URL of another page and to retrieve thatpage.

A webpage or resource embedded within a webpage, which may itselfinclude multiple embedded resources, may include data records, such asplain textual information, or more complex digitally encoded multimediacontent, such as software programs or other code objects, graphics,images, audio signals, videos, and so forth. One prevalent markuplanguage for creating webpages is the Hypertext Markup Language (HTML).Other common web browser-supported languages and technologies includethe Extensible Markup Language (XML), the Extensible Hypertext MarkupLanguage (XHTML), JavaScript, Flash, ActionScript, Cascading Style Sheet(CSS), and, frequently, Java. By way of example, HTML enables a pagedeveloper to create a structured document by denoting structuralsemantics for text and links, as well as images, web applications, andother objects that can be embedded within the page. Generally, a webpagemay be delivered to a client as a static document; however, through theuse of web elements embedded in the page, an interactive experience maybe achieved with the page or a sequence of pages. During a user sessionat the client, the web browser interprets and displays the pages andassociated resources received or retrieved from the website hosting thepage, as well as, potentially, resources from other websites.

When a user at a client device 430 desires to view a particular webpage(hereinafter also referred to as target structured document) hosted bynetworking system 420, the user's web browser, or other documentrendering engine or suitable client application, formulates andtransmits a request to networking system 420. The request generallyincludes a URL or other document identifier as well as metadata or otherinformation. By way of example, the request may include informationidentifying the user, such as a user ID, as well as informationidentifying or characterizing the web browser or operating systemrunning on the user's client device 430. The request may also includelocation information identifying a geographic location of the user'sclient device 430 or a logical network location of the user's clientdevice 430. The request may also include a timestamp identifying whenthe request was transmitted.

The example network environment described above and in FIG. 4 ispresented with respect to location networking systems and gamenetworking systems. One skilled in the art would appreciate that theseare presented merely as an example of a network environment between twotypes of online systems. However, the present disclosure is intended toencompass network environments that include a game networking system anda variety of other online systems, such as online media systems, onlinereviewing systems, online search engines, and online advertisingsystems. The example network environment described above performsanalogously with these other online systems as with location networkingsystems.

FIG. 5 illustrates an example computing system architecture, which maybe used to implement the server 422 or client device 430 shown in FIG.4. In one embodiment, hardware system 500 comprises a processor 502, acache memory 504, and one or more executable modules and drivers, storedon a tangible computer readable medium, directed to the functionsdescribed herein. Additionally, hardware system 500 may include a highperformance input/output (I/O) bus 506 and a standard I/O bus 508. Ahost bridge 510 may couple processor 502 to high performance I/O bus506, whereas I/O bus bridge 512 couples the two buses 506 and 508 toeach other. A system memory 514 and one or more network/communicationinterfaces 516 may couple to bus 506. Hardware system 500 may furtherinclude video memory (not shown) and a display device coupled to thevideo memory. Mass storage 518 and I/O ports 520 may couple to bus 508.Hardware system 500 may optionally include a keyboard, a pointingdevice, and a display device (not shown) coupled to bus 508.Collectively, these elements are intended to represent a broad categoryof computer hardware systems, including but not limited to generalpurpose computer systems based on the x86-compatible processorsmanufactured by Intel Corporation of Santa Clara, Calif., and thex86-compatible processors manufactured by Advanced Micro Devices (AMD),Inc., of Sunnyvale, Calif., as well as any other suitable processor.

The elements of hardware system 500 are described in greater detailbelow. In particular, network interface 516 provides communicationbetween hardware system 500 and any of a wide range of networks, such asan Ethernet (e.g., IEEE 802.3) network, a backplane, etc. Mass storage518 provides permanent storage for the data and programming instructionsto perform the above-described functions implemented in servers 422,whereas system memory 514 (e.g., DRAM) provides temporary storage forthe data and programming instructions when executed by processor 502.I/O ports 520 are one or more serial and/or parallel communication portsthat provide communication between additional peripheral devices, whichmay be coupled to hardware system 500.

Hardware system 500 may include a variety of system architectures, andvarious components of hardware system 500 may be rearranged. Forexample, cache memory 504 may be on-chip with processor 502.Alternatively, cache memory 504 and processor 502 may be packed togetheras a “processor module,” with processor 502 being referred to as the“processor core.” Furthermore, certain embodiments of the presentdisclosure may not require nor include all of the above components. Forexample, the peripheral devices shown coupled to standard I/O bus 508may couple to high performance I/O bus 506. In addition, in someembodiments, only a single bus may exist, with the components ofhardware system 500 being coupled to the single bus. Furthermore,hardware system 500 may include additional components, such asadditional processors, storage devices, or memories.

An operating system manages and controls the operation of hardwaresystem 500, including the input and output of data to and from softwareapplications (not shown). The operating system provides an interfacebetween the software applications being executed on the system and thehardware components of the system. Any suitable operating system may beused, such as the LINUX Operating System, the Apple Macintosh OperatingSystem, available from Apple Computer Inc. of Cupertino, Calif., UNIXoperating systems, Microsoft® Windows® operating systems, BSD operatingsystems, and the like. Of course, other embodiments are possible. Forexample, the functions described herein may be implemented in firmwareor on an application-specific integrated circuit.

Furthermore, the above-described elements and operations can becomprised of instructions that are stored on non-transitory storagemedia. The instructions can be retrieved and executed by a processingsystem. Some examples of instructions are software, program code, andfirmware. Some examples of non-transitory storage media are memorydevices, tape, disks, integrated circuits, and servers. The instructionsare operational when executed by the processing system to direct theprocessing system to operate in accord with the disclosure. The term“processing system” refers to a single processing device or a group ofinter-operational processing devices. Some examples of processingdevices are integrated circuits and logic circuitry. Those skilled inthe art are familiar with instructions, computers, and storage media.

Turf Wars Game

FIG. 6A illustrates an example user interface 600A of a login screen ofthe Turf Wars game described above. The game networking system 120 b maypresent the example user interface 600A on a client 130 (e.g., aniPhone). The login screen includes buttons for playing the game orregistering to play the game. The user interface 600A is integrated intothe user interface of the client 130.

FIG. 6B illustrates an example user interface 600B of a message service(e.g., a Short Message Service (SMS)) registration screen of the TurfWars game. The example user interface 600B includes boxes forregistering a phone number through which the player (e.g., user 101) mayauthenticate his Turf Wars account. The example user interface 600Bincludes a send button for sending the phone number to the gamenetworking system 120 b. The game networking system 120 b then sends amessage to the phone number for authentication purposes.

FIG. 6C illustrates an example user interface 600C of a home screen ofthe Turf Wars game. The example user interface 600C includes a statusbar. The status bar includes a thumbnail photo of the currentlylogged-in player. The game networking system 120 b may retrieve thephoto from a profile of the player on social networking system 120 c(e.g., Facebook). The status bar also includes information pertaining tothe player's activities on the game networking system 120 b, such as theplayer's award points, experience points, and so on. The status bar alsoincludes information pertaining to a player's in-game mailbox (e.g., anotification of a number of unread or new messages in the player'sinbox). The home screen includes buttons for performing location-basedactions, such as a “GO FIGHT!) button for participating in a turf war ora “DO JOBS!” button for performing location-based actions proposed byanother player. The home screen also includes buttons for the player toconfigure the game (e.g., update a profile, view or modify gameproperties, or manage a game-related inventory). For example, a playermay click the inventory button to view game-related virtual items inpossession of a player character of the player. For example, aninventory may include weapons retrieved for the player character basedon the player performing location-based actions. The weapons in theinventory may be usable by a player character in conjunction withengaging in turf wars and doing jobs. For example, a player engaging ina turf war may be more likely to prevail in the turf war if he has morepowerful weapons in his inventory than opposing players participating inthe turf war.

FIG. 6D illustrates an example user interface 600D of a map screen ofthe Turf Wars game. The example user interface 600D includes a mapshowing the player's current location and nearby locations. The userinterface 600D also includes an overlay of game data on the map. Forexample, if a player is in Union Square in San Francisco, the userinterface 600D may display images of “bosses” (e.g., players who havewon turf wars at a location) over nearby locations, such as the CheeseCake Factory, Gucci America, or Technorati. The player's currentlocation may be based on global positioning satellite (GPS) data. Theuser interface 600D may designate the player's current location relativeto the nearby locations by displaying a red dot on the map. The userinterface 600D may enable the player (e.g., by clicking on the map orvisual representations of game data overlaid on the map) to viewinformation about a location, a boss of the location, or a mob (or groupof players) with which a boss of a location is affiliated. The userinterface 600D may include a navigation bar for accessing different userinterfaces of the Turf Wars game. For example, the navigation bar mayinclude buttons for accessing game data related to the turf (e.g., themap screen or location-selection screen), the wars (e.g., a “wars”screen that displays information about wars currently being fought overthe turf), or the mafia (e.g., information about the mafias or groups ofplayers who are participating in the game). The navigation bar may alsoinclude a user interface element (e.g., a “Back” button) for accessingthe screen that was accessed by the player immediately before thecurrent screen.

FIG. 6E illustrates an example user interface 600E of alocation-selection screen for viewing location data or performinglocation-based actions (e.g., performing a job, engaging in a turf war,or performing another location-based action). The user interface 600Emay include a first region (e.g., a “Trending Now” region) for accessinginformation about popular locations (e.g., locations where players haverecently performed jobs, turf wars have recently been waged, a largenumber of jobs have been performed, or a large number of turf wars havebeen waged). The user interface 600E may also include a second region(e.g., a “My Favorites”) region for accessing information about aplayer's favorite locations (e.g., locations where the player hasperformed jobs, engaged in a turf wars, registered presence at, ordesignated as a favorite location). The location-selection screen mayalso include a navigation bar similar to the navigation bar describedwith respect to FIG. 6D.

FIG. 6F illustrates an example user interface 600F of a turf warsengagement screen of the Turf Wars game. The user interface 600Fincludes a button (e.g., “CHECK IN”) for checking in at the selectedlocation (e.g., “WHOLE FOODS”). The user interface 600F includes a firstregion for displaying information about the boss of the selectedlocation (e.g., a photo of the boss taken from the boss's Facebookprofile, the title of the boss (e.g., within his mafia or group), howlong the boss has been the boss of the selected location, and how manyturf wars the boss has won at the selected location). The user interface600F also includes a second region for displaying information aboutactivity at the selected location. For example, the second region maydisplay a listing of people who have recently performed jobs or otherlocation-based actions at the location. Each entry of the listing mayinclude a photo of the player who performed the location-based action,information about the location-based action that the player performed,or the length of time since the player performed the location-basedaction. Examples of location-based actions that may have been performedinclude obtaining a virtual item (e.g., a weapon usable in a turf war)for purchasing an item at the location. The user interface 600F may alsoenable a player to start a turf war at the location (e.g., by clicking a“START WAR” button (not shown)).

When a player initiates turf war, the game networking system 120 b maynotify various players of the Turf Wars game. For example, the boss ofthe location, the boss's mafia, or the initiator's mafia may be notifiedthat the initiator has started a turf war at the selected location. Thenotification may indicate the rules of the turf war. Examples of rulesmay be that the initiator will win the turf war (e.g., become the bossof the location) if the number of the initiator's mafia that registerspresence at the location within a time frame (e.g., one hour) exceedsthe number of the boss's mafia that registers presence at the locationwithin the time frame. Or the rules may specify that the initiator ofthe turf war will become the boss of the location if the initiator'smafia spends more money at the location within a predetermined timeperiod than the current boss's mafia. Or the rules may specify that theinitiator will win the turf war if a particular number (e.g., five)members of the initiator's mafia each perform a location-based action atthe location before a particular number (e.g., five) of the currentboss's mafia each perform a location-based action at the location. Therules may also take into account virtual items in the inventories ofplayer characters of the players. For example, if the initiator's mafiahas more powerful weapons than the current boss's mafia, it may beeasier for the initiator's mafia to win the turf war (e.g., theinitiator's mafia may not need to register as much presence at thelocation or spend as much money at the location to win the turf war).The user interface 600F may also include the navigation bar describedabove.

FIG. 6G illustrates an example user interface 600G of a turf war statusscreen of the Turf Wars game. The user interface 600G includesinformation about the location where the turf war is being waged, howmuch time is left in the turf war, and information about who iscurrently active in the turf war. For example, the user interface 600Gincludes a first column for the initiator's mafia that lists the name ofthe initiator as well as the names of the initiator's mafia. The namesof the initiator's mafia may be highlighted based on their participationin the current turf war (e.g., with a green bullet (e.g., to signifyparticipation) or a red bullet (e.g., to signify lack ofparticipation)). The user interface 600G includes a second column forthe boss's mafia that lists the name of the current boss as well as thenames of the current boss's mafia. The names of the members of theboss's mafia may be highlighted (e.g., with a green bullet or a redbullet) based on their participation in the current turf war. The userinterface 600G may also include the navigation bar described above.

FIG. 6H illustrates an example user interface 600H of a congratulationsscreen of the Turf Wars game. The user interface 600H may include amessage indicating that the player (either the initiator of a turf waror the current boss of a location of the turf war) is the winner of theturf war. The notification may indicate that the winner of the turf waris now the current boss of the location. As the current boss of thelocation, the player's photo may be overlaid on the map screen of theTurf War game (e.g., when players are nearby to the location).Additionally, the game networking system 120 b may update the profile ofthe winner to, for example, increment a number of turf wars won by theplayer. The user interface 600H may also include the navigation bardescribed above.

FIG. 6I illustrates an example user interface 600I of a failure screenof the Turf Wars game. The user interface 600I may include a messageindicating that a player lost a turf war. The user interface 600I mayalso include a depiction of the reason why the player lost the turf war.For example, the user interface 600I may include information about thenumber of members of a rival mafia that performed a location-basedaction at the location within a predetermined time period. The userinterface 600I may also indicate how long the losing player must waitbefore he (or a member of his mafia) may engage in a turf war at thelocation in order to attempt to reclaim the location. The user interface600I may also include the navigation bar described above.

FIG. 6J illustrates an example user interface 600J of a mafia managementscreen of the Turf Wars Game. The user interface 600J may include a userinterface element (e.g., an “Add Mafia” button) by which a player mayinvite his friends (e.g., in-game friends or out-of-game friends) tojoin his mafia. The user interface 600J may also include a userinterface element (not shown) by which a player may remove a member ofhis mafia. The user interface 600J may also include the navigation bardescribed above. The user interface 600J may also include asub-navigation bar (for, e.g., toggling between a mafia messaging screenand the mafia management screen (described below)). The user interface600J may include a listing of all of the player's mafia members. Theuser interface 600J may enable the player to view information about amafia member by clicking on the mafia member. The information about eachmafia member may include locations at which the member has performedjobs or engaged in turf wars, as well as other information (e.g.,information about the member's player character inventory or informationretrieved about the member from the social networking system 120 c).

FIG. 6K illustrates an example user interface 600K of a mafia messagingscreen of the Turf Wars game. The user interface 600K may include a userinterface element (e.g., a text box) into which a player may type amessage. The user interface 600K may also include a user interfaceelement (not shown) to send the message to all or selected members ofthe player's mafia. When the player first navigates to the messagingscreen, the user interface 600K may overlay a message on the text windowsuggesting a topic of the message (e.g., “What's your next move . . .”). The player may then overwrite the overlaid message by typing textinto the text window. The user interface 600K may also include thenavigation bar described above.

Shoplifting Game

As described above, an aspect of a computer-implemented game may includea shoplifting gaming mechanic in which a player of thecomputer-implemented game is able to shoplift or otherwise obtain avirtual item by performing a location-based action such as scanning aproduct code of a corresponding real-world item. The shoplifting gamingmechanic may enable players to steal virtual items from one another orgroups of players to steal virtual items from other groups of players.The shoplifting gaming mechanic may include an aspect of enabling a player or group of players to set an alarm (e.g., by performing alocation-based action), thus protecting a real-world item that is thesubject of a location-based action that is to represent a shoplifting ofa virtual item. When the alarm is set off (e.g., by a player attemptingto perform a location-based action that is required to steal the item),the player(s) who set the alarm may be notified and be presented withvarious options in response to the setting off of the alarm. Forexample, the player or group of players who set the alarm may be givenan option to perform a location-based action to steal the item back fromplayer(s) who performed the location-base action to steal the item. Orthe player or group of players who set the alarm may be given the optionto punish a player character of the thieving player within thecomputer-implemented game (e.g., decreasing the mana of a playercharacter or imprisoning the player character). Additionally, theshoplifting gaming mechanic may include a notification element fornotifying an additional player, group of players, or an operator of alocation of a shoplifting action by a player independently of whether analarm is set. Thus, rival groups (or clans) may be notified of ashoplifting action of a player and be given various options to counterthe shoplifting action by the player. Or the shoplifting action may bereported to an operator of the location where a shoplifting actionoccurs such that the operator may adapt to the popularity of particularshoplifting actions (e.g., by distributing popular items strategicallywithin the location).

The game networking system 120 b may be configured to determine a firstvalue associated with a shoplifting of a virtual item by performing alocation-based action (e.g., through brand impressions disseminatedthrough a social network of the player who shoplifts the item) and asecond value associated with an actual purchasing of the real-world itemat the location. The game networking system 120 b may then adjust theincentive rewards for performing a location-based action based onwhether the location-based action is a shoplifting action or an actualpurchasing action. Thus, a player who is highly influential (e.g., hasmany in-game and out-of-game social connections that he has successfullyinfluenced in the past) may receive an offer for performing alocation-based action to shoplift an item that is more valuable than anincentive reward that is offered to an additional player who actuallypurchases the real-world item at the location but is less influentialthan the player.

Additionally, the game networking system 120 b may associate afungibility attribute of a virtual item corresponding to a real-worlditem based on whether the virtual item is obtained via a shopliftingaction or via a purchasing of the real-world item at a location. Thus, avirtual sword that is obtained by a player character of a player basedon the shoplifting gaming mechanic may not be interchangeable with avirtual sword that is obtained by a player character of the player basedon the player actually purchasing a real-world sword corresponding tothe virtual sword. However, two virtual swords obtained by the samemeans (e.g., the shoplifting gaming mechanic) may be treated asinterchangeable within a computer-implemented game.

Miscellaneous

One or more features from any embodiment may be combined with one ormore features of any other embodiment without departing from the scopeof the disclosure.

A recitation of “a”, “an,” or “the” is intended to mean “one or more”unless specifically indicated to the contrary.

The present disclosure encompasses all changes, substitutions,variations, alterations, and modifications to the example embodimentsherein that a person having ordinary skill in the art would comprehend.Similarly, where appropriate, the appended claims encompass all changes,substitutions, variations, alterations, and modifications to the exampleembodiments herein that a person having ordinary skill in the art wouldcomprehend.

For example, the methods described herein may be implemented usinghardware components, software components, and/or any combinationthereof. By way of example, while embodiments of the present disclosurehave been described as operating in connection with a networkingwebsite, various embodiments of the present disclosure can be used inconnection with any communications facility that supports webapplications. Furthermore, in some embodiments the term “web service”and “website” may be used interchangeably and additionally may refer toa custom or generalized API on a device, such as a mobile device (e.g.,a cellular phone, smart phone, personal GPS, personal digital assistant,personal gaming device), that makes API calls directly to a server. Thespecification and drawings are, accordingly, to be regarded in anillustrative rather than a restrictive sense. It will, however, beevident that various modifications and changes may be made thereuntowithout departing from the broader spirit and scope of the disclosure asset forth in the claims and that the disclosure is intended to cover allmodifications and equivalents within the scope of the following claims.

What is claimed is:
 1. A method comprising: enhancing a user interfacegenerated by a game networking system, the enhancing of the userinterface including incorporating one or more modules into one or morememories of the game networking system, the one or more modulesconfiguring one or more processors of the game networking system toperform operations comprising: storing location attribute data in a datastore of the game networking system, the location attribute dataincluding a plurality of associations between a plurality ofgeographical areas and a plurality of actions that are performable by auser of the game networking system at the plurality of geographicalareas; identifying a subset of the plurality of actions as correspondingto personal achievements; identifying that a performance of the actionby the user of the game networking system corresponds to one of thesubset of the plurality of actions; verifying the performance of theaction by the user of the game networking system based on verificationdata received from a device of the user, the verification data includingglobal positioning data captured by the device while the user isphysically present at the geographical area; and generating anon-transferrable incentive reward to provide to the user, thenon-transferrable incentive reward including a badge representing theperformance of the action corresponding to the personal achievement, thebadge being insertable into a profile of the player and ascertainable byother users of the game networking system via the user interfacegenerated by the game networking system, the generating of thenon-transferable incentive reward based on the identifying that theperformance of the action by the user of the game networking systemcorresponds to the subset of the plurality of actions, transferrableincentive rewards to be generated to provide to the user based on averifying of a performance of a different action by the user, thedifferent action identified as corresponding to a different subset ofthe plurality of actions, the different subset not corresponding topersonal achievements.
 2. The method of claim 1, wherein the locationattribute data includes an association between the action and a sport.3. The method of claim 2, wherein the sport is mountain climbing and theaction is climbing to the top of a mountain peak at the geographicalarea.
 4. The method of claim 1, wherein the action is travelling from afirst location at the geographical area to a second location at thegeographical area.
 5. The method of claim 1, wherein the action istravelling from a first location at the geographical area to a secondlocation at the geographical area within an amount of time.
 6. Themethod of claim 1, further comprising determining the associationbetween the geographical area and the action based on feedback fromother users of the game networking system.
 7. The method of claim 1,wherein the incentive reward includes increasing a score of the userwith respect to a computer-implemented game played by the user on thegame networking system.
 8. A system comprising: a game networkingsystem, the game networking system including one or more processors; oneor more modules incorporated into the game networking system to enhancea user interface generated by the game networking system, the enhancingincluding configuring the one or more processors to, at least: storelocation attribute data in a data store of the game networking system,the location attribute data including a plurality of associationsbetween a plurality of geographical areas and a plurality of actionsthat are performable by a user of the game networking system at theplurality of geographical areas; identifying that a performance of theaction by the user of the game networking system corresponds to a one ofthe subset of the plurality of actions; verify the performance of theaction by the user of the game networking system based on verificationdata received from a device of the user, the verification data includingglobal positioning data captured by the device while the user isphysically present at the geographical area; and generate anon-transferrable incentive reward to provide to the user, thenon-transferrable incentive reward including a badge representing theperformance of the action corresponding to the personal achievement, thebadge being insertable into a profile of the player and ascertainable byother users of the game networking system via the user interfacegenerated by the game networking system, the generating of thenon-transferable incentive reward based on the identifying that theperformance of the action by the user of the game networking systemcorresponds to the subset of the plurality of actions, transferrableincentive rewards to be generated to provide to the user based on averifying of a performance of a different action by the user, thedifferent action identified as corresponding to a different subset ofthe plurality of actions, the different subset not corresponding topersonal achievements.
 9. The system of claim 8, wherein the locationattribute data includes an association between the action and a sport.10. The system of claim 9, wherein the sport is mountain climbing andthe action is climbing to the top of a mountain peak at the geographicalarea.
 11. The system of claim 8, wherein the action is travelling from afirst location at the geographical area to a second location at thegeographical area.
 12. The system of claim 8, wherein the action istravelling from a first location at the geographical area to a secondlocation at the geographical area within an amount of time.
 13. Thesystem of claim 8, the one or more modules incorporated into the gamenetworking system to further configure the one or more processors todetermine the association between the geographical area and the actionbased on feedback from other users of the game networking system. 14.The system of claim 8, wherein the incentive reward includes increasinga score of the user with respect to a computer-implemented game playedby the user on the game networking system.
 15. A non-transitorycomputer-readable medium comprising a set of instructions that, whenincorporated into a game networking system as one or more modulesimplemented by at least one processors of the game networking system,cause the at least one processors to perform operations to enhance auser interface generated by the game networking system, the operationscomprising: storing location attribute data in a data store of the gamenetworking system, the location attribute data including a plurality ofassociations between a plurality of geographical areas and a pluralityof actions that are performable by a user of the game networking systemat the plurality of geographical areas; identifying a subset of theplurality of actions as corresponding to personal achievements;identifying that a performance of the action by the user of the gamenetworking system corresponds to one of the subset of the plurality ofactions; verifying the performance of the action by the user of the gamenetworking system based on verification data received from a device ofthe user, the verification data including global positioning datacaptured by the device while the user is physically present at thegeographical area; and generating a non-transferrable incentive rewardto provide to the user, the non-transferrable incentive reward includinga badge representing the performance of the action corresponding to thepersonal achievement, the badge being insertable into a profile of theplayer and ascertainable by other users of the game networking systemvia the user interface generated by the game networking system, thegenerating of the non-transferable incentive reward based on theidentifying that the performance of the action by the user of the gamenetworking system corresponds to the subset of the plurality of actions,transferrable incentive rewards to be generated to provide for the userbased on a verifying of a performance of a different action by the user,the different action identified as corresponding to a different subsetof the plurality of actions, the different subset not corresponding topersonal achievements.
 16. The non-transitory computer-readable mediumof claim 15, wherein the location attribute data includes an associationbetween the action and a sport.
 17. The non-transitory computer-readablemedium of claim 16, wherein the sport is mountain climbing and theaction is climbing to the top of a mountain peak at the geographicalarea.
 18. The non-transitory computer-readable medium of claim 15,wherein the action is travelling from a first location at thegeographical area to a second location at the geographical area.
 19. Thenon-transitory computer-readable medium of claim 15, wherein the actionis travelling from a first location at the geographical area to a secondlocation at the geographical area within an amount of time.
 20. Thenon-transitory computer-readable medium of claim 15, further comprisingdetermining the association between the geographical area and the actionbased on feedback from other users of the game networking system.